Almost every day now we're seeing articles about the decline of Facebook and its parent company Meta. The latest comes from the Wall Street Journal which reports Instagram Reels are failing to have the impact the company hoped for and are already in decline. The feature was launched in 2019 in response to the rise of TikTok. It appears to have done nothing to slow the rise of TikTok, the newspaper claims it's so bad Meta has now stopped reporting how long people are spending engaging with Instagram. TikTok seems to be on an unstoppable trajectory to becoming the number 1 social media platform, the Queen's funeral was live streamed on TikTok yesterday - it's now about much more than simply entertainment. I think this will impact traditional television - many people sit and watch TikTok in the evening the way they used to watch mainstream television - but there's far fewer adverts and it's an individual experience rather than a shared one. Could there be a day where there's a 'best of' TikTok channel on TV, and will the company keep advertising light or try to cash in on the popularity it's enjoying?

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