Facebook is expanding the Instagram feature Reels to the Facebook Android and iOS mobile apps, offering a new way to post and watch short videos on the social network. First launched in August 2020 for Instagram, Reels allows users to record and edit 15-second videos with a range of audio and visual effects. The 'reels' can then be shared with followers or as a story, or be put to the wider social media audience through public accounts.
Reels on Facebook can consist of music, audio and effects and will be available in the News Feed or Groups. When viewing a reel on Facebook, people can follow the creator directly from the video, like and comment on it, or share it with friends.
Facebook is also testing the ability for Instagram creators to have their reels recommended on Facebook. A small number of Instagram creators have been given a choice to opt into the test.
To further encourage creators to use the new service, Facebook is introducing the Reels Play bonus, which will pay eligible creators based on the performance of their reels. This will be available by invitation on both Facebook and Instagram, starting in the US. A similar payment scheme was held during the summer for Instagram.
Other methods for both creators and Facebook to monetise the videos also will be explored, such as sticker ads and banner ads in Reels, integration with Stars and full-screen and immersive ads between reels.
