Facebook hopes to cut into TikTok’s growing popularity with a new feature it announced Thursday called Facebook Reels.
Reels allow Facebook’s users to create short-form content that’s shareable directly in the News Feed or in a Facebook Group, TechCrunch reported.
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"Video now accounts for almost half of all time spent on Facebook," Mark Zuckerberg reported in a recent company earnings call. "Reels is the largest contributor to engagement growth on Instagram."
The social media giant, which tested the new feature in Canada, Mexico, and India — where TikTok is banned — earlier this year, is expanding the trial to the United States.
"Creators can reach new audiences, and people can create and discover more entertaining content," a Facebook spokesperson told Reuters in March.
Instagram creators won’t be left out. Facebook said it would also test a new feature that highlights Instagram Reels as recommended videos on the parent company’s site. While the initial launch of Facebook Reels might look similar to Instagram, the company said it would tailor the new version based on user feedback.
Additionally, Facebook hopes to compete with TikTok’s popular Stich and Duets feature, announcing a forthcoming side-by-side feature called Remix.
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