Meta has announced that Facebook Reels will be expanded to 90 seconds.

Meta’s latest video update gives users an extra 30 seconds to play with on top of the previous 60-second limit and brings Facebook in line with Instagram, which has allowed 90-second Reels for a few months now.

The move allows for easier cross-posting between Meta’s apps. Previously, marketers would have to create two separate Reels if their Instagram one ran over the minute mark. One reason for the delay could be that Meta techies wanted to see how things worked on Insta before moving them to Reels.

Allowing marketers more time to tell their stories could result in more in-depth content creation, but that doesn’t mean you can take ages to get to the juicy parts. A focus on engaging the viewer within the first few seconds is still key.

Different strokes for different folks

It’s slightly ironic that Meta is fighting a war with TikTok, the short-form video kings that allow videos up to 10 minutes in length. As Meta has decided to throw everything it has at Reels, TikTok has started to move into YouTube’s territory.

Meanwhile, YouTube has its own short-form format called Shorts, which allows videos up to 60 seconds to be posted.

Now we’re left in a situation where the short-form pioneers (sorry Vine) allow the longest videos in the format, and the long-form giants allow the shortest. Go figure. Still, it’s an interesting look at how things are moving in the space, and if history repeats itself, we could see Meta extending its maximum length once more.

New templates for Facebook Reels

Accompanying the longer format, Meta is also rolling out new creative tools for Facebook Reels.

One of those is templates that let Facebook Reels creators use trending formats, creating Reels using the same structure as the one previously viewed. So, if you see a really cool format, you can now create one of your own. Easy peasy!

Instagram got this ability in 2022, offering a time-stamped way to match the video you just saw frame by frame. All you need to do is replace the clips you just watched with your own, and you’re good to go.

Here’s how to do it:

1. Go to Reels, tap the camera icon and slide to the ‘Templates’ tab in the video editor.
2. Find one you like and tap ‘Use Template’.
3. Add photos or video from your camera roll.

You can also re-purpose an existing Reel.

1. If the Reel has a template available, you’ll see a ‘Use Template’ sticker in the bottom left. Or, you can hit the three-dot menu and click ‘Use as template’.
2. Once you’ve done that, follow the same steps as above.

Templates should save marketers time, help streamline the creative process to do more with less, and give their audience what they want!

Facebook Reels releases Grooves

Meta has also rolled out Grooves for Facebook Reels, which could be an interesting feature. We all know how frustrating it can be when you find the perfect sound but fail to line it up with your video. On the other hand, it feels like the best thing ever when your music just works with your video.

Now, Grooves automatically aligns your video to the beat of your song!

TikTok has been excellent at this, so it’s no surprise that Meta has worked hard to find a way to do the same. It’s great for marketers, but it shows that TikTok is one step ahead of Meta.

While Grooves could well aid the Facebook Reels creative process for marketers, one persistent drawback is Meta’s limited commercial music library. Again, Business profiles on TikTok enjoy a substantial advantage here.

By comparison,TikTok’s Commercial Music Library, or CML, is a collection of over 500,000+ sounds worldwide, sourced from emerging artists and top-tier music houses across various styles and genres.

All Commercial Sounds in the CML are pre-cleared for commercial use on the TikTok platform, so TikTok users don’t have to go through the lengthy process of obtaining licenses independently.

On TikTok, Businesses need to use the CML for all TikTok activities, including:

• ​All organic content
• ​Launching advertisements
• ​Hashtag Challenges & Branded Content