TikTok is now considered by Facebook as one of its top competitors. This is why Facebook is trying to find new ways to battle it with Reels. Initially launched in Brazil, Reels are short-form creative videos like TikTok. To promote such a feature, Facebook created a dedicated Reels tab on Instagram’s main feed. Later on, it updated audio functions, length, and tools of Reels. It even added branded content tags, and shopping tags to monetize the feature. Then, Facebook Watch will soon feature Instagram Reels.
Since 11 December 2020, Facebook is testing ways on how to share Instagram Reels on the platform. At first, the test allowed Reels to be recommended on Facebook Newsfeed or Facebook Watch using an Instagram account. Today, a more polished sharing prompt is spotted. A tweet shared by Matt Navarra showed that Facebook prompts some creators of Reels to share their clips on Facebook Watch to expand their reach. Such a prompt highlights the following:
- Reels will be shown as a recommended content on Facebook Watch and Newsfeed.
- Reels will be recommended to Facebook users based on their relevance.
- Reels will be shown under an Instagram Account.
The prompt isn’t in full live testing yet.
Facebook Watch will soon feature Instagram Reels as seen testing on 04 February 2021.
Implications for Marketers:
As Facebook Watch and Newsfeed will soon feature Instagram Reels, it will potentially boost the exposure of the said feature to outrun TikTok. With 2.8 billion Facebook users, marketers should never underestimate the power of Instagram Reels. For now, they may not have a clear impact on digital marketing. But sooner, they can be a great way to boost brands’ engagement and revenue.
