Facebook introduced Reels to its platform in 2020 as a way for users to create and share short-form video content, similar to TikTok. Reels quickly became a popular feature on Facebook and Instagram, allowing creators to produce entertaining videos using a range of creative tools and effects.
However, there have been some recent reports suggesting that Facebook may be removing or scaling back Reels in some way. This has left many creators and users wondering if Reels will still be supported going forward.
What are Facebook Reels?
Reels are short videos up to 30 seconds long that can be created and shared on Facebook and Instagram. Some key features of Reels include:
- Video editing tools like audio, AR effects, timers, countdowns, etc.
- Set videos to music clips or use original audio
- Creative templates and challenges to make content quickly
- Share reels publicly to Facebook Pages or profiles or privately to friends
- Capability to download, remix, and share others’ public reels
Reels became a big part of Facebook’s strategy to compete with TikTok and provide its users with creative short-form video content. Since launching, Reels have become very popular especially among younger audiences.
Are Facebook Removing Reels?
In September 2022, the Wall Street Journal reported that Meta planned on removing the Reels tab from Facebook users’ feeds in the next few weeks. The tab was originally launched to feature a variety of recommended Reels from across Facebook, similar to TikTok’s main feed.
According to the WSJ report, this change would mean users would only see Reels shared by their friends and Pages they follow, not a broader mix of popular reels from across the platform.
Around the same time, BuzzFeed News reported that they had viewed an internal Meta memo that outlined various ways the company planned to “downrank” Reels in users’ feeds on Facebook and Instagram.
So while neither report indicated Facebook would be removing Reels functionality completely, they do suggest the company may be backing away from some of its previous plans and investments around Reels.
Reasons for Downranking Reels
Based on the internal memo obtained by BuzzFeed, some reasons Meta may be downgrading Reels include:
- Concerns over poor video quality/uploading issues
- Too much recycled and low-quality content from TikTok
- Creator fatigue and low earnings from Reels
- Limited advertising opportunities within Reels
The memo highlighted how Reels are not yet monetizing at the same rate as some of Facebook and Instagram’s other offerings. So promoting Reels less within feeds could be a way to re-prioritize more lucrative formats.
Impact on Creators
If Reels are made less discoverable and downranked, it could significantly impact creators and influencers who rely on Reels for views, engagement and revenue. Many creators put significant time into producing quality Reels content in hopes of having it promoted widely by Facebook’s algorithms.
Less visibility and promotion of Reels could discourage some creators from investing as much in the format going forward. However, influencers focused on Reels may adapt by cross-promoting between Reels and other formats like feed posts and Stories.
Has Facebook Made Any Official Announcements?
As of October 2022, Facebook has not made any public statements confirming changes to how Reels are displayed or promoted in feeds. The internal memo obtained by BuzzFeed reportedly stated:
“We will continue shipping Reels content in Feed and Groups, continue growing the Reels audience…And we will continue investing heavily in Reels: paying creators, improving create & edit tools, and scaling measurement.”
So it appears that while Reels may be less emphasized in some areas, the company still plans to support Reels as a key creative format. They are unlikely to remove Reels functionality completely at this stage.
Facebook’s Response
When contacted by the media about potential Reels downranking, a Meta spokesperson gave the following response:
“Reels is an integral part of our products, and we have no plans to downgrade it. We remain committed to Reels being a great place for creators and the future of entertainment.”
This statement reiterates that Reels will continue to play an important role on Facebook platforms. Major changes like removing Reels altogether seem highly unlikely given Meta’s public messaging.
The Future of Reels on Facebook
Based on all available information, it appears that Reels will remain a feature on Facebook and Instagram into the foreseeable future. However, the prominence given to Reels content in feeds and recommendations may fluctuate as Meta continues evaluating its performance.
Here are some possibilities for Reels going forward:
- Less prominence in main feeds, more reliant on creator promotion and sharing
- Separate Reels discovery tabs could be removed
- Instagram may emphasize Reels over Facebook given its creative audience
- More investment in Reels ads and commerce opportunities
- New creator incentives and features to drive content quality
Ultimately Reels seem here to stay, but Facebook appears willing to tweak parts of the user experience and algorithm if certain aspects underperform. While concerning for some creators, most are likely to continue adapting and tailoring content across multiple formats as changes roll out.
With TikTok still hugely popular, Meta has incentive to persist with Reels and evolve the product based on learnings and feedback. But the internal priority and resource allocation towards Reels may shift as Facebook’s broader business goals and competitive landscape evolve.
Conclusion
In summary, while recent reports suggested Facebook was looking to downgrade Reels in some ways, there are no signs of Reels being removed from Facebook or Instagram.
Reels fill an important role in Meta’s suite of products for both users and creators. As a relatively new format, it is not surprising that Reels’ priority within feeds and recommendation algorithms may fluctuate as it matures.
Facebook will likely remain committed to Reels in the long-term as it competes with rivals like TikTok. But creators and users should be prepared for ongoing tweaks and tests as Reels is further integrated into Facebook’s platforms. Downranking does not mean the end of Reels – but it may require some adjustment of strategies and expectations around the format going forward.