Facebook in the US goes to look barely extra like TikTok for some customers. At present, the firm introduced that it’s testing Facebook Reels stateside, which is able to carry the short-form, TikTok-like movies to the platform. These will present up for some customers in the Information Feed and inside Teams, the place folks can watch them collectively. (The corporate is already testing this in India, Mexico, and Canada, and the US restricted rollout is simply an extension of that test.) As a part of this test, Instagram customers will even give you the chance to cross-post their reels to Facebook.
Individuals can watch and create reels from the Facebook app, and the characteristic is designed to give folks a manner to “categorical themselves, uncover entertaining content material, and to assist creators broaden their attain.” As justification for the test, Facebook says almost half of time spent on the app is devoted to watching movies, and that Reels is rising “particularly shortly.”
In fact, the remaining query is whether or not folks will dedicate time to making the sort of content material, particularly for Facebook. Facebook’s rivals, like Snapchat, have paid folks to achieve this, with Snap at one level spending $1 million per day to incentivize creation for its Highlight characteristic. YouTube additionally announced its Shorts Fund, which is able to see the firm pay out $100 million all through the subsequent 12 months to creators who make content material for its TikTok competitor. Facebook has mentioned it’ll spend $1 billion on Facebook and Instagram creators via 2022, however provides at the moment that it’ll additionally “roll out extra bonus applications and seed funding” in the coming months, significantly geared toward Facebook Reels. If something can get folks to make content material, it’s the promise of a probably large payout.