What's New With Facebook Reels As Meta's TikTok Rival Goes Global
After keeping it limited to a handful of markets for a while, Meta is aggressively bringing Reels to Facebook with a host of new features in tow to keep creators as well as the audience engaged. Meta created Reels to capitalize on the short-form video phenomenon started by TikTok and pushed it to Instagram back in 2020. Despite being a blatant copy, it was a success and became the fastest-growing video format on the platform. So in a bid to milk the success, Meta ported the idea of 30-second Reels to Facebook.
The initial tests were limited to high-yield markets like India and the United States. In that duration, Facebook dived deep in its engagement tactics toolkit to reward creators. The move made sense back then and sounds even more desperate in 2022. The company lost users for the first time last quarter — and billions of dollars in its market value — while TikTok emerged as the most downloaded app worldwide in 2021. It looks like the desperation for engagement, staying relevant and making more ad money has finally reached a boiling point.
Related: How To Mix Audio On Instagram Reels Using The Android & iOS Apps
Meta has announced that Reels is expanding to Facebook users across 150 countries, alongside many new monetization tools and new places for the videos to appear for enhanced discovery. Starting with the latest tools, Reels on Facebook will now allow users to remix them, somewhat like the idea of duets on TikTok. Next in line is the extended length of Facebook Reels, which can now be of up to 60 seconds runtime, up from 30 seconds. Another beneficial feature that content creators will appreciate is the ability to save Reels as drafts, a feature that is already available on Instagram for both static and
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