If there was ever any doubt about the threat TikTok poses to Facebook, Mark Zuckerberg recently cleared things up when he cited the competitor as the reason why Facebook first started. Now, the company is ready to take its TikTok clone to more parts of its social network as it tries to fight these declines.
The social network is officially launching “Facebook Reels,” the Facebook-centric version of the feature that first launched on Instagram last year. The company has already been experimenting with Reels in Feed and encouraging users to post their videos on the services for some time now. But with the latest release, Reels will be available as a standalone feature on Facebook in over 150 countries.
Facebook will also be pushing Reels into even more parts of its app. In addition to putting Reels at the top of users, the company will allow users to share Reels within Stories and turn Stories posts into Reels. Facebook Watch, which typically focuses on longer-form videos, will also host Reels content, as will Groups. And the company says it will start experimenting with recommending “Suggested Reels” in some users’ feeds. In other words: reels will be on virtually every surface on Facebook where users typically view and share videos.
The expansion will be a big test for the company, which has made it compete with TikTok and attract more. your platform a priority. And Zuckerberg has made it clear that he believes Reels is the best way to win over these users, many of whom are increasingly spending their time on TikTok rather than Facebook. During Meta’s earnings call earlier this month, Zuckerberg said the company was “in the midst of transitioning our own services to short videos like Reels.”
To further encourage Reel creators, Facebook is also making monetization features available to more people. Monetization features currently include banner ads and stickers, but the company plans to start testing Stars, which allows fans to buy “gifts” for creators. The money-making tools can help the company differentiate itself from TikTok, which has recently been criticized for its creator’s low background.
On the other hand, Facebook may still struggle to stand out from its main competitor. Instagram has once had users simply repost old TikTok content as Reels. Reels also offers far fewer editing and authoring tools compared to TikTok, though Facebook now says it’s working on additional features like the ability to save posts as drafts.
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