OEXN reports: Facebook's parent company Meta announced that it will open up the short video feature Reels to all Facebook users.
On Tuesday, Facebook Reels began rolling out in more than 150 countries around the world, and in addition to promotion, Facebook has launched other creative tools and methods to help creators make money and increase awareness through Reels. It is reported that during the testing period, Meta will use 55% to creators and 45% to Facebook, but as the test continues, there may be variables, in addition to advertising, creators can be directly or paid through the virtual consumption mechanism provided on Facebook Live.
Analysts at OEXN said: "Due to the gradual rise of the short video Tiktok, Facebook's parent company has felt the crisis, as early as August 2020, Meta has been the first to launch this feature on social media, wanting to compete with Tiktok for the short video market." ”
He added that at first Reels was a feature in the Instagram app to compete with TikTok, and later Meta found through the survey that on Facebook and Instagram, videos accounted for more than half of the user's time, so the company adopted a conversion strategy to include Facebook, Meta said that Reels has a great contribution on Instagram, Growth on Facebook is also expected to be fast.
Citi analysts said: "For the veteran social media Meta, Meta also faces many challenges, including user retention and advertising revenue, in 2021, Tiktok's global downloads and popularity has surpassed Instagram, which shows that Reels and Tiktok are also increasingly competitive." ”
It's worth mentioning that streaming video ads only run on Facebook videos, not Reels, but not all Facebook Reels will have ads, and ads ultimately depend on a variety of factors, from advertisers' goals to the value of ads to viewers
Meta's CEO also said that Reels has become our fastest-growing form of content.
Analysts at OEXN pointed out: "Nowadays, under the impact of short videos, more and more companies are beginning to explore the short video field, but for Facebook, TikTok is not the company's only challenge, if you want to increase user activity and retention, you need to provide users with more things outside of social networks." ”