Facebook Seeks to Capitalise On Short Form Video Trends
Facebook recently announced that they will enable users to create and share Instagram Reels within the main Facebook app. In an attempt to halt TikTok’s momentum, Facebook has been testing Reels creation and sharing within Facebook over the past few months, which has also included an experiment with a new Stories/Reels/Rooms feed at the top of user feeds. […]
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Facebook recently announced that they will enable users to create and share Instagram Reels within the main Facebook app.
In an attempt to halt TikTok’s momentum, Facebook has been testing Reels creation and sharing within Facebook over the past few months, which has also included an experiment with a new Stories/Reels/Rooms feed at the top of user feeds.
This new test is an expansion of experiments it’s been running since March with Reels content displayed on Facebook, with the next element being Reels creation within the Facebook app itself.
The move will expose many users who do not use TikTok to the short-form video process, which has proven to be increasingly engaging to many younger audiences, specifically.
It could also enable Facebook to use its reach into developing markets to beat TikTok to the punch. If people can already interact via short-form video with their established networks on Facebook, that could lessen the desire for them to download a new app and build new connections.
And Reels has seen solid engagement growth, despite being a direct TikTok clone. In the company’s most recent earnings call, Facebook CEO Mark Zuckerberg said Reels had been the largest contributor to engagement growth on Instagram in the quarter.
Also Read: Platform War: TikTok v/s Reels
Short-form video engagement has become an increasingly habitual trend, and by exposing more people to Reels, Facebook will better align with that shift, which could drive engagement growth, and present new opportunities.
That could also make it a bigger consideration for brands, depending on take-up. it might end up being a strong driver in increasing customer engagement statistics.
Facebook says that the new Facebook Reels display will be made available to a small percentage of users.
