Facebook is digging deeper into short-form video. After initially launching in the United States, Facebook released Reels globally, Mark Zuckerberg announced Tuesday. The platform is also rolling out a slew of new ways creators can use and make money from Reels, its TikTok clone.
The platform is also adding a few tools to help creators get more comfortable with short-form video. Facebook is adding a clipping tool for live or long-form videos, the ability to share Instagram Reels as recommended content on Facebook, and the option to integrate Reels in Facebook Watch, its video-on-demand service.
In terms of monetization, Facebook is adding the ability to tack banner and sticker ads onto their Reels. The feature will roll out in the U.S., Canada and Mexico first and eventually expand to other countries. The platform will also soon introduce full-screen and immersive ads that play between Reels. The feature sounds similar to the way TikTok presents ads as individual, separate clips played in between videos.
Facebook is expanding Reels to 150 different countries now. The platform said it’ll gradually expand its Reels Play bonus program, which lets creators earn money from their Reels, to more countries. Creators make money based on the performance of their Reel, which takes into account views.
Social media platforms including Facebook and Instagram are gunning for short-form video to bring creators onto their platforms. Most recently, YouTube launched a suite of new ways Shorts creators can make money through brand partnerships, shopping and gifted memberships. All platforms are trying to keep up with TikTok, which now dominates the short-form video space.