Meta launches Reels at Facebook on February 23rd

Meta is rolling out its TikTok Clone Reels globally on Facebook, which is available in more than 150 countries through the service's iOS and Android applications.

In addition to expanding access to Reels, the social media group has added new editing features and expanded advertising options to the Facebook version of the platform. Most of these features are already available on Facebook Reels in the United States and elsewhere, as well as on Instagram Reels in the United States and more than 50 countries.

Facebook Reels users will be able to "remix" other people's videos (duets) and upload clips of up to 60 seconds, just like Instagram Reels. They can also save drafts, and Meta will add new video editing tools in the coming months, "which will make it easier for creators who publish live or long-format videos to test different formats."

Meta has also added more cash ads to Facebook Reels-that is, more ads. There will be two new formats: banner ads "appear at the bottom of Facebook Reel in translucent form" and static sticker ads "can be placed anywhere in their Reel by creators". The company will also provide creators with access to their automated ad delivery programs in "almost any country where ad breaks can be broadcast" and introduce paid Stars (a way for fans to donate directly to creators).

Meta said that "in the next few weeks", users will be able to share Reels in more places on Facebook, including stories and platform "watch" tags.

It is worth noting that the company did not share any new statistics on the success of its Reels platform. Although Meta has been very successful in cloning some of its competitors' features, such as copying Snapchat's Stories function on Instagram, its ability to challenge TikTok in the world of short videos remains uncertain.