Meta rollout Reels in Facebook globally as it struggles to catch up with TikTok

by Enock Bett · Published February 23, 2022 · Updated February 23, 2022

Meta has rolled out Reels on Facebook for users globally in more than 150 countries and territories available through the service’s iOS and Android apps. The company is also adding new editing features and expanding advertising options for businesses.

Now, its users will be able to “remix” others’ videos (duet them) and upload clips of up to 60 seconds in length, just the same format with Instagram Reels. They’ll also be able to save drafts, and Meta will be adding new video clipping tools in the coming months “that will make it easier for creators who publish live or long-form, recorded videos to test different formats.”

Meta has been struggling to counter the now giant video platform, TikTok. The company introduced Reels on Instagram to directly combat TikTok, but soon realized that it can also expand to Facebook, and started the same with users in the US. Meta said during its Q4 2021 earnings that Reels is now its “fastest-growing content format by far.” And noted that Reels was the biggest contributor to growth on Instagram despite its lower monetizing rate when compared to its other content formats like Instagram’s Feed and Stories.

Meta also says that it will follow the same revenue share with creators that it uses for its in-stream ads program, which run on Facebook videos. That is 55% will go to the creator and 45% to Facebook. Creators participating in the ad tests will be able to try out two different ad formats: banners and stickers. These are non-interruptive ads, as they sit transparently atop the playing content instead of pausing the video to show the ad. Banner ads appear as a semi-transparent overlay at the bottom of a reel, while stickers are static images that can be placed anywhere within the reel, just like other stickers can be. Facebook will then choose the ad to display in the frame that’s best suited to the viewer.

Meta has also clarified that not all Facebook Reels will have ads and this depends on a variety of factors, ranging from advertiser targeting-setting to the value of the ad for the viewer. Creators can also choose to opt-out specific reels from banner ads in Creator Studio if they prefer.