Meta's Social Surge: Why Creators Are Flocking to Instagram and Threads

New data shows that Meta’s platforms are experiencing a surge in engagement, largely due to turbulence on rival social networks.

TikTok has faced the threat of a permanent US ban for years, remaining in a state of limbo despite recent legislative developments. 

Meanwhile, controversies surrounding X – ranging from its approach to content moderation to CEO Elon Musk’s belligerent public persona – have driven many creators to explore alternatives like Threads.

As a result, users and creators are gravitating towards Meta’s apps. 

While CEO Mark Zuckerberg has faced his own share of criticism – most recently for advocating “more masculine energy” in business and removing fact-checkers from Meta platforms – his products appear to be gaining favour in the current climate.

“Prioritise Instagram”

The latest insights come from influencer marketing agency Billion Dollar Boy, which analysed the US market and found notable shifts in social media usage. 

TikTok’s average views and posts have declined by 9% and 3%, respectively, while Reels views have dipped by 4% and posts have risen by 16%.

YouTube Shorts has also seen a 14% increase in posts, but Instagram appears to be holding engagement more effectively.