Meta will not stop in its quest to beat TikTok at its own game. Its latest attempt is to bring the Instagram-debuted Reels to Facebook.

Facebook publicly launched Reels in the U.S in September 2021, and it’s now available in 150 countries, allowing Instagram content creators to cross-post Reels from Insta to reach a broader audience and influencers to earn more.

Facebook users will be able to find Reels in Groups, Watch and Feed.

Users can follow creators directly from the video, which should help to boost organic reach and discovery. Users can also like, comment or share a video with friends.

Short-form video: now on Facebook

Facebook loves Reels. It’s the format that allows creators to make and share short-form video content. Facebook Reels can last up to 60 seconds (shorter than the three minutes allowed by TikTok) and supports features such as Remix, Draft and Video Clipping.

As a result, the app is focused on making them the best way for creators to earn revenue and develop an audience. Facebook reckons that watching video accounts for 50% of the time spent on Instagram and Facebook – which is why they’ve taken it so seriously over the last few years.

Easily accessible

Marketers can create Reels by recording a series of clips or by using video uploads from their phone’s photo gallery. Follow these steps:

1. Hit Create from the Reels section on Feed, or tap the camera icon in the top-right corner of the screen when viewing the Reel.
2. Add the video by recording a new video or tapping the photo icon.
3. Add audio, effects, captions, text or a timer by using the icons on the right side of the screen.
4. Write a description.
5. Choose an audience for your Reel.
6. Tap Share Reel.

New Reels features

Drafts and Video Clipping will be launched shortly. Drafts allow creators to save their work, leave the app, come back to it later, and publish.

Video Clipping will let creators edit their work with greater ease and clip videos to suit. It’s thought this feature is aimed at users who typically publish live or create long-form content.

Remix isn’t a new idea, but it’s one that content creators will find incredibly useful.

Facebook Newsroom

“Create your own reel alongside an existing, publicly-shared reel on Facebook. When you create a Remix, you can create a reel that includes all or part of another creator’s reel.”

Facebook has designed Reels to compliment Instagram Reels. Users will be able to share public Reels to Stories, adding another layer of engagement. The feature will give Facebook users and accounts will be able to share their Insta content to Facebook.

Reels will also be showcased in Feeds and may be suggested to users as they scroll through the Feed.

Video watch time accounts for 50%

As video is incredibly popular (video watch time accounts for 50% of time spent on Facebook and Insta), Reels are sure to follow the trend. If your business can find a way to get alongside the new phenomena, it could help grow an audience or develop your customer base.

Facebook is looking to monetise Reels, and that means adverts. However, in the short term, creators can earn up to $35,000 a month via Facebook’s incentive scheme.

Facebook Newsroom

“Our Reels Play bonus program, part of our $1 billion creator investment, pays eligible creators up to $35,000 a month based on the views of their qualifying reels.”

In-stream ads will be utilised to help creators earn revenue, while Overlay Ads will be tested in the US, Canada and Mexico.

Furthermore, banner ads will appear at the bottom of a Facebook Reel, while sticker ads can be used wherever creators want. These are non-interruptive static image ads that lets creators earn a portion of ad revenue.

These tests will expand to all creators by mid-March.