There has been some discussion lately about whether Facebook has started replacing videos with Reels in user feeds. Reels are short, entertaining videos that users can create and share on Facebook and Instagram. Here are some quick answers to key questions about this topic:
What are Reels?
Reels are short videos up to 90 seconds long that play on loop and can be set to music or other audio. Users can record multi-clip Reels and add creative effects. Reels are designed to be fun, entertaining videos that capture everyday moments.
When did Reels launch?
Reels first launched on Instagram in August 2020 as a way for users to record short video clips set to music or other audio and share them with followers. In October 2021, Facebook launched Reels on its platform as well to compete with the popularity of TikTok.
How are Reels being used on Facebook?
When Reels launched on Facebook, users were able to create and share Reels from their feeds. Reels also gained their own dedicated tab where users could browse popular and recent Reels similar to Instagram’s Explore tab. In September 2022, Facebook began testing placing Reels in users’ main feeds alongside regular videos and posts.
Reels Prioritization Testing
In September 2022, Facebook announced it would begin testing moving Reels higher in some users’ News Feeds. Here are some key details on this test:
What does this test involve?
The test involves increasing the number of Reels that appear in certain users’ feeds. Some users may see upto 30% of their News Feed occupied by Reels.
Why is Facebook testing this?
Facebook is aiming to make Reels more discoverable for users and creators. Promoting Reels could make the format more competitive with TikTok.
Is this test global?
No, as of October 2022, this Reels test is only rolling out to a limited percentage of global users on iOS and Android. It is not active for all users.
| Region | Percentage of Users Receiving Test |
|---|---|
| Global English-Speaking Users | 30% |
| India | 40% |
| Indonesia, Costa Rica | 50% |
As seen above, a higher percentage of users in certain countries are receiving the test compared to global English-speaking users.
Is this decreasing video views?
It’s not yet clear. Some creators have reported lower video views since the test started. But the test is limited right now, so the long-term effects remain to be seen.
Measuring Reach of Videos vs Reels
To evaluate whether Reels are truly replacing videos in feeds rather than complementing them, we can compare data on video and Reel reach and engagement:
Public data on Reels vs Videos
Facebook has not released much public data comparing Reels and video usage. In its Q2 2022 earnings, it reported that Reels engagement was up 30% year-over-year. But it did not share comparative data on traditional video engagement.
Creator reported data
Anecdotally, some creators have reported drops in video views alongside rises in Reels views. But the data is limited. Here is one example from a creator account with 100k+ followers:
| Content Type | Change in Views Sept 2021 vs Sept 2022 |
|---|---|
| Reels | 250% increase |
| Videos | 45% decrease |
As we see for this one account, Reels views rose while video views declined year-over-year. But we’d need more comprehensive data to make conclusions.
Third-party data tools
Social media analytics companies like Socialinsider track video and Reel metrics across thousands of accounts. Their data could give broader insights into the trends. However, most keep their platform data private.
Pros and Cons of More Reels
There are potential benefits but also drawbacks to Facebook pushing more Reels into feeds:
Pros
- Could make Reels more popular and competitive with TikTok
- Offers users a new entertaining video format to enjoy
- Provides creators a new way to connect with audiences
Cons
- Longer traditional videos may get less engagement
- Higher bar for amateur creators to be discovered
- Users lose control over feed preferences
The Future
It’s still early to determine the long-term effects of pushing Reels over videos. Here are some possibilities:
Reels become the focus
Reels engagement continues to rise dramatically while video usage declines. Reels dominate the Facebook feed experience.
A mixed ecosystem emerges
While Reels grow, videos maintain a niche. Short entertaining clips get shared as Reels while longer-form videos still attract audiences.
User backlash
If video creators suffer or users resent the lack of feed control, there could be pushback. Facebook might have to pull back on Reels prioritization.
Only time will tell how this plays out!
Conclusion
In summary, Facebook is testing giving more prominence to Reels over traditional videos in some users’ feeds. The goal is to boost their new short-form video format. While we lack comprehensive public data so far, some creators have reported dips in video views since this test began. However, it’s too early to say definitively whether Reels are replacing longer videos. As this test expands, metrics from additional creator accounts and third-party analytics tools will help paint a clearer picture. Going forward, Facebook will need to strike the right balance between promoting Reels and preserving user control over feed preferences and content choices.