Meta Expands Reels Feature To Facebook In Hopes Of Driving User Activity

Meta’s Reels feature will launch on Facebook. Currently, it operates on Instagram and functions similarly to TikTok where users can upload videos and duet with others.

Meta will expand its TikTok replica Reels to Facebook. Currently, the Reels feature is incorporated on Instagram, which is a Meta-owned company.

In addition to expanding Reels, the firm will also add new editing features to the Facebook version of the platform. Like TikTok, Reels will allow users to duet with videos and upload up to 60-second video clips. 

Meta also revealed that Facebook Reels will incorporate banner ads and static sticker ads, in true form for the technology firm. It will also roll out an ad-placement program and Stars, which will allow fans to donate to creators.

While the company did not share any specific metrics about the success of Reels, the popularity of TikTok is likely driving Meta to bolster this feature to stay competitive. By doing so, the company may be trying to offset the disappointing results of its Q4 2021 earnings report that showed Facebook’s daily and monthly active users taking a significant a tumble.

This is not the first time Meta has cloned other social media competitors’ features too. Years ago, Instagram introduced its Stories function, which is nearly a carbon copy of Snapchat’s platform.