Facebook is testing a new feature to share Instagram Reels and other short videos on its News feed: it’s getting ready for a new challenge to TikTok
After Instagram, Facebook is also getting ready for short video Reels. Mark Zuckerberg’s social network has launched the first tests of the new feature in India, where creators will be able to share their 30-second Reels from Instagram directly to Facebook’s News feed.
Instagram’s Reels were launched in the summer of 2020 as an open challenge to the growing popularity of the social network TikTok, which specializes precisely in creating and sharing short funny videos. In the challenge to TikTok, last November Snapchat was also added, which launched its own version called Spotlight. Now Zuckerberg is raising the bar and has begun testing the sharing of Reels on Facebook: if the test is successful, the social network will insert ad hoc short video formats dedicated to the new feature on its platform.
Facebook tests Reels: what changes
As of Monday, March 8, Indian creators have found a new feature for sharing Instagram Reels: the ability to share their own short funny videos on Facebook as well. A spokesperson for Mark Zuckerberg’s social network explained to Reuters that the goal is for creators to reach a wider audience and create more interactions.
At the moment, the new feature is in the testing phase, but Facebook confirms that in case of a good response from users, there are already plans to develop and deploy a new format of short funny videos designed just for the social network.
Why is Facebook testing the new feature in India?
There is a reason why Facebook decided to test the new feature for short videos right in India. On the one hand, the social network is one of the most popular and has long been aiming to grow the market with its most current services. On the other hand, India banned TikTok last June 2020 due to suspected ties to the Chinese government, so neither Reels nor any new short video formats on Facebook will have to challenge the popular and teen-loving Chinese app.
The Short Video Challenge: From TikTok to Facebook
The short video format was brought to the forefront by TikTok, the social app developed by Chinese company ByteDance, and since then no one has been able to match its success. During the summer of 2020, Instagram decided to launch a new feature to challenge the Chinese app: Reels. These are short funny videos that you can record up to 30 seconds and customize, which can be shared with your followers.
Snapchat last November 2020 also introduced a very similar feature: Spotlight, which allows you to record and customize short videos. Even Google stepped into the challenge, with its new YouTube Shorts feature. Now Zuckerberg is working to integrate the ability to use the short video format on Facebook as well, in what looks more and more like a view of integrated services between the three main social networks he owns. And while alternatives to TikTok are flourishing, the Chinese app is still the favorite among young people and creators.