Facebook’s going all in on Reels, literally, with all videos in the app soon to be classed as Reels, and fed into the Reels feed.
As explained by Facebook:
“In the coming months, all videos on Facebook will be shared as reels, eliminating the need to choose between uploading a video or Reel. Reels on Facebook will also not have any length or format restrictions.”
So rather than you having to specifically chose “Reel” in the post upload flow, any video that you attach to a post will now be classed as a Reel. That includes livestreams, which will also be fed into the Reels stream.
“Previously, you’d upload a video to Feed or post a Reel using different creative flows and tools for each format. Now, we’re bringing these experiences together with a simplified publishing flow that gives you access to even more creative tools. We’ll also give you control over your audience setting of who sees your Reels.”
In terms of your video metrics, Meta says that video and Reels metrics will now be consolidated into Reels analytics.
“You’ll retain crucial insights like 3-second and 1-minute views. If you use Meta Business Suite, you will be able to access historical metrics for Reels and videos through the end of the year, but all metrics for future video posts will be consolidated into and displayed as Reels.”
The change will also be reflected in Meta’s content monetization programs, with Meta further noting that payouts will remain consistent “as long as the amount of content that you’re sharing and engagement levels stay relatively steady.”
It’s also renaming the “Video” tab the “Reels” tab instead:
So Reels have gone from 60 seconds in length at launch (on Facebook), to 90 seconds in 2023, to all videos of all kinds today. That reflects the rising popularity of the format, which is now the key driver of time spent in the app.
Indeed, last month, as part of its FTC antitrust trial, Meta shared this chart, underlining the shift towards Reels on Facebook over time.
Reels is where Facebook derives the most engagement benefit, and as such, it makes sense for Meta to make this more of a focus, and to feed even more content into its Reels content stream, in order to drive more time spent.
Worth noting, too (as a point of comparison), that TikTok videos can now be up to 60 minutes long.
As Meta notes, it’s also unifying Facebook’s privacy settings across Feed posts and Reels:
“Your default setting will now be the same for Feed and Reels publishing formats on Facebook. When you begin posting Reels after this change, you’ll be prompted to confirm your audience setting or select a new one if your Feed posts and reels have different settings.”
Again, given the benefits that the Reels format has driven for Facebook, it makes sense to make it more of a focus, though I do wonder whether older, less web-savvy users will be aware of what the change means, in terms of how they upload video content.
Will they be looking for the option to upload a video, when the Reels button is right in front of them?
It seems unlikely to be a significant issue, but the switch in terminology could see some teething problems as a result.
But Facebook will be working to deal with the change, and ensure a simple integration of these new elements.
And again, with Reels driving most of the engagement increases in the app, the bigger focus on the Reels feed is a logical shift.
