Meta is doubling down on Facebook Reels as a competitor to the hugely popular TikTok by expanding the program to over 150 countries and adding publishing and monetization properties.
TikTok is a powerhouse in terms of customer reach for regular users and brands with over a billion active users.
Millions of short videos reach people around the world daily.
It is also an important tool for brand management and advertising with sponsored ads.
In an effort to cash in on the trend, Meta launched Instagram Reels in 2020 and Facebook Reels in September 2021 in countries like the United States, Canada, Mexico, and India.
Meta is opening reels worldwide for 150 countries to help create new and interesting content, provide users with a way to earn money, and connect with audiences.
TikTok vs. Facebook Reels
TikTok was launched in 2016 in China but was only available for iOS or Android in 2017. Its popularity only increased after it merged with musical.ly in 2018. This made it an app available globally whole with videos and existing users.
TikTok allows people to make videos and share them on the app. People add filters and other embellishments to make the video more interesting or marketable. It has a wide variety of topics ranging from home improvement, comedy, conspiracy theories, and more.
Users can follow creators, comment on videos, like videos and swipe or down to change video. Brands can have their own TikTok account for organic reach or they can create TikToks for sponsored ads.
Reels has a similar interface but has several options for ads and other deployments in the near future. These advertising options include overlay ads, banner ads, and sticky ads. Meta is testing a creator revenue stream where people can buy stars for their favorite creators.
Improved editing features
Meta is also unveiling new editing features, including:
- Remix that lets people create a reel alongside an existing, publicly shared reel
- 60 second reels
- Creation of drafts
- Video clip to make it easier for creators to test different formats of live and long-form content
Can Reels compete with Tik Tok?
The massive reach of Facebook and Instagram gives Meta the ability to reach far more people with Reels than TikTok can. The question is whether people will take advantage of it or ignore it for the more familiar TikTok.
Facebook’s demographic is older than TikTok and will they be ready to use Reels or just revamp their existing TikToks for the new program?
Featured image: Screenshot from fb.com.about/news, February 2022.