Notice how it's shifted from time spent to active users to now reach. I remember when facebook's metric was how much time a day at somepoint it moved to logged in once a day and that switched to once a month. I don't understand reach. I've seen a few people have profile links but all of them are empty. All of the people I know who work at facebook on marketing have a profile with one post all on the same day. The reach probably breaks down to to: 100 million instagram profiles accounts and 30 million clicks from people expecting to find something but nothing was there.