Meta is doubling down on short-form video by reclassifying all Facebook videos as Reels, fundamentally changing how content is uploaded, shared and discovered on the platform. The move, which is being rolled out globally over the coming months, marks a significant evolution in Facebook’s video strategy and reflects the rising dominance of Reels in driving user engagement.

One Video Format to Rule Them All

Previously, Facebook maintained two distinct formats for video: standard Feed videos and Reels. Each had different upload flows, creative tools and analytics. That separation is now gone. Going forward, any video you post to Facebook (except for live content) will automatically be considered a Reel.

This update eliminates the need for users and marketers to choose between formats during upload. Instead, all video posts will appear in the Reels feed, and will have access to the same creative and editing tools. In practice, this means a much more unified experience for video publishing across the platform.

Live video will remain a separate category with its own flow, but may still appear within the Reels feed in some contexts.

No Limits on Length or Format

Unlike the original Reels format, which launched with a 60-second cap and later extended to 90 seconds, Facebook is removing all length and format restrictions for Reels. This puts Facebook in direct competition with TikTok, which recently extended video length to 60 minutes.

The implication for marketers is clear: long-form and short-form videos are no longer siloed. Whether you’re posting a 15-second teaser or a five-minute explainer, it’s now all part of the Reels ecosystem. This presents a new opportunity for extended storytelling within the Reels format, alongside the usual short bursts of content.

Centralised Analytics and Monetisation

Alongside the format changes, Meta is also consolidating video metrics within Reels analytics. This means performance data such as 3-second views and 1-minute views will be reported within the Reels dashboard. Historical data for traditional video posts will remain accessible through Meta Business Suite until the end of 2025.

For brands and creators monetising content, Meta has confirmed that payout structures will not change, provided content output and engagement levels remain stable. In short, creators can continue to earn from longer videos now classified as Reels, with no immediate disruption to income.

Reels Tab Takes Over Video Tab

As part of the overhaul, the “Video” tab on Facebook is being rebranded as the “Reels” tab. This is more than a cosmetic update. It reflects Meta’s intent to make Reels the default destination for video content discovery.

The fullscreen player introduced last year will remain in place, and recommendations will continue to be driven by user interest. Facebook still values content variety and will surface both short and long Reels, but the framing and language of “Reels” is now central to the experience.

This is not just a UI shift, but a strong signal that Reels is the future of Facebook video.

Streamlined Creation and Audience Control

Meta is also simplifying the video creation process with a single publishing flow that merges the previously separate tools for Reels and Feed videos. This unified approach offers expanded creative tools and a more intuitive interface for users and Page admins.

In addition, Facebook is unifying privacy settings across Feed posts and Reels. Your default audience setting will now apply to both. The first time you post a Reel under the new system, you’ll be prompted to review or update your audience settings.

Importantly, users can still share content privately, with friends only, or publicly for broader reach. The goal is to make video sharing easier without compromising control over who sees your content.

What This Means for Marketers

Meta’s strategic push to rebrand all video as Reels is designed to keep Facebook relevant in an era dominated by TikTok-style content. According to Meta, Reels are now the primary driver of time spent on the platform, and this change is aimed at fuelling that trend.

For marketers, the update brings both opportunities and considerations:

• Content Consolidation: There’s no longer a need to plan separate creative strategies for Feed videos and Reels. All content falls under one umbrella, simplifying planning and production.

• Extended Video Flexibility: The lack of time limits means you can blend short-form content with deeper narratives in one format. Consider how to vary your storytelling within this expanded framework.

• Algorithm Visibility: All videos now feed into the Reels discovery system. Optimising for Reels’ algorithm becomes essential for visibility and reach, regardless of video length.

• Audience Education: There may be a learning curve, particularly among older users or stakeholders who are used to thinking in terms of “videos” rather than “Reels”. Clear internal comms and client education may be necessary.

• Analytics Realignment: With all video data moving into Reels metrics, marketers need to reassess KPIs and ensure teams are up to speed with the new reporting structure.

A Natural Evolution

Meta’s decision to unify Facebook video under the Reels brand is a logical step given current engagement trends. The shift signals a broader move across the industry, where platform distinctions between short-form and long-form content are blurring.

While this change simplifies the video landscape on Facebook, it also raises the bar for marketers. Competing in the Reels feed means optimising for attention, relevance and algorithmic performance. Whether your content is 30 seconds or 5 minutes, the storytelling must hook users immediately and deliver value quickly.

In a competitive content ecosystem, every second counts. And now, every video is a Reel.