In recent months, many Facebook users have noticed that videos posted to the platform are now playing in a different format – specifically as Reels. Reels are Facebook’s short-form video product that allows users to create and share 15-60 second multi-clip videos set to audio.
When users post regular videos that are longer than 60 seconds, they are noticing that the videos are being truncated to 60 seconds maximum and played in the Reels player instead of the normal Facebook video player. This has caused confusion and frustration for some users who want their longer videos to play in full.
There are a few key reasons why Facebook is playing more videos as Reels:
Trying to Compete with TikTok
Facebook’s strategy here is quite clear – they are trying to take on TikTok, the massively popular short-form video app. TikTok has risen to prominence incredibly quickly thanks to its algorithmic “For You” feed that serves users a never-ending stream of short, entertaining videos.
Facebook wants to tap into this market and user behavior, so they are aggressively pushing video creators and viewers to use Reels through defaulting more videos to play as Reels. They are essentially trying to mold Facebook into a TikTok competitor.
Prioritizing Reels in the Algorithm
In addition to auto-playing more videos as Reels, Facebook has said that they are also boosting Reels content in the News Feed algorithm. This means that Reels are being shown to more people more often.
Again, this ties back to competing with TikTok. Facebook wants Reels to be front and center on the platform to condition users to engage with short-form video.
Monetization Opportunities for Creators
Facebook has introduced advertising revenue sharing for Reels creators, allowing popular Reels to earn money based on the engagement they receive. This is another tactic to get more creators making Reels content and more users watching it.
By playing more videos as Reels automatically, Facebook is increasing the potential monetization opportunities for those videos and creators. Even if a creator didn’t make a video specifically for Reels, Facebook converts it so it’s eligible for their revenue sharing program.
The Impact on How Videos Play on Facebook
So in summary, Facebook is actively working to transform video consumption and creation on its platform to be centered around Reels. This is having a direct impact on how all videos play on Facebook in the following ways:
Longer Videos Are Truncated
Any video over 60 seconds that is posted to Facebook will now be truncated to only show the first 60 seconds and cut off the rest. This may frustrate users who create longer-form video content and want viewers to be able to watch the full video.
| Video length | What plays on Facebook |
|---|---|
| 0-60 seconds | Full video as Reel |
| Over 60 seconds | First 60 seconds only as Reel |
No More Native Facebook Video Player
The familiar Facebook native video player that we’re used to is going away in favor of the Reels player. This means less control over how videos appear and function on Facebook.
Video Quality Reduction
To enable quick loading and buffering, Reels play at lower video resolution than regular Facebook videos. So users may notice poorer video quality, especially for longer videos condensed into 60 seconds.
Limited Visibility for Longer Videos
Facebook’s algorithm favors Reels, so longer videos that get truncated into 60 second Reels will likely have reduced visibility in the News Feed. Power users who rely on Facebook video to distribute long-form content may find their view counts decreasing.
Less Context for Viewers
When only 60 seconds of a 5 minute video plays, viewers lose all the context and nuance from the full video. This may lead to confusion or misrepresentation of the video’s original message.
Reduced Ad Revenue for Creators
Facebook will place ads on Reels and share revenue with creators. However, longer videos truncated to 60 seconds will have fewer ad breaks than the full video would have, resulting in lower earnings.
Why This Frustrates Some Users
Many Facebook users are upset about these changes for good reason. Here’s a deeper look at why users aren’t happy:
Broken User Experience
Suddenly having videos cut off abruptly at 60 seconds provides a disjointed, confusing experience for viewers who expected to see the full video. This damages the integrity of the content.
Loss of Control Over Distribution
Creators carefully craft videos for certain platforms and audiences. Having Facebook essentially hijack their content and reshape it into a different format causes creators to lose control over how their work is distributed.
Decreased Video Performance
Research consistently shows that longer videos (8-12 minutes) perform best on Facebook. Shorter videos truncated to 60 seconds will likely see reduced view duration, sharing, etc. This negatively impacts creators’ reach.
Diminished Creative Options
Reels are distinctly different from traditional Facebook videos in terms of aspect ratio, editing techniques, etc. Creators who want to make full-length horizontal videos using certain creative styles may find their work doesn’t translate well into the Reels format.
Less Value for Fans & Followers
Fans and followers of creators expect full videos when visiting Facebook pages. Seeing only clipped Reels instead of full videos reduces the value and enjoyment fans get out of following creators on Facebook.
Tips for Creators & Brands
Given that Reels are becoming unavoidable on Facebook, here are some tips for creators and brands looking to adapt:
Lean Into Creating Reels
It’s better to embrace the wave of Reels rather than fight against it. Spend time learning how to produce great short-form content optimized for the Reels player. Take advantage of Facebook’s incentives.
Cross-Post Full Videos Elsewhere
Post your full-length videos on YouTube, IGTV, etc. and share previews/clips on Facebook as Reels. Include links to view the full video off of Facebook.
Experiment with Square Video Formats
Try shooting some videos in a square format tailored for Reels rather than horizontal. This may allow for better adaptation into short Reels.
Use Reels to Promote Longer Content
View Reels as a “trailer” for your longer videos. The 60 second Reel can hype up the full video and entice people to watch it on other platforms.
Give Reels Their Own Value
Rather than just repurposing longer videos into Reels, create unique Reels content that stands alone. Follow best practices for short-form video ads that grab attention quickly.
The Future of Video on Facebook
It’s unlikely that Facebook will pull back on Reels any time soon. Video consumption is shifting away from long-form and towards short, viral clips.
However, here are some possible ways Facebook may evolve their video strategy:
– Separate feeds for Reels vs. long-form video
– Allowing users to post full-length videos that aren’t converted to Reels
– Tighter targeting options for promoting Reels vs. videos
– Adding more monetization options for long videos (subscriptions, etc.)
– Enabling cross-posting of full videos to Instagram and Facebook simultaneously
While Facebook’s video focus is clearly on Reels, the company realizes many users still want to post and engage with longer videos. We may see them attempt to balance Reels with supporting other video formats into the future. But for now, Reels reigns supreme – so lean into it or risk reduced visibility on Facebook.