In a bold move to compete with TikTok and Instagram’s rising dominance in the short-form video space, Facebook is testing Reels directly within the News Feed. This experimental rollout is currently being tested in select regions and could signal a major shift in how Facebook prioritizes video content.
The move highlights Meta’s commitment to integrating Reels across all its platforms, unifying the short-form video experience and making it central to user engagement. Reels, which originated on Instagram, have become one of the most popular formats for content creators, especially among Gen Z users. Now, by placing them inside the Facebook News Feed, the platform aims to increase user retention and time spent within the app.
What Are Facebook Reels?
Facebook Reels are short-form videos (up to 90 seconds) that allow users to create and explore entertaining video content. Just like Instagram Reels or TikTok, these videos include audio, effects, and tools that allow for fast-paced, engaging storytelling. Facebook launched Reels globally in 2022 but kept the format slightly separated from the main News Feed—until now.
The Purpose of This Test
According to a Meta spokesperson, the new Facebook Reels test in the News Feed is designed to analyze how users interact with short-form videos when they appear alongside traditional posts, photos, and updates from friends. The goal is to surface more content that keeps users engaged for longer periods.
“We’re constantly testing ways to improve the Facebook experience. By bringing Reels into the main News Feed, we’re exploring new ways to connect users with relevant, entertaining content,” said the company.
Impact on Creators and Marketers
For content creators and digital marketers, this update opens up a new space for discovery and audience growth. Placing Reels directly in the News Feed gives creators greater visibility, especially to audiences who might not actively seek out Reels in their dedicated section.
This test also means that advertisers could eventually see new placements for video ads, potentially increasing ROI as Reels reach becomes more integrated into everyday browsing behavior.
Facebook’s Strategy Against TikTok
TikTok’s explosive growth has pressured Meta to double down on video innovation. Instagram Reels was the first major response, and now Facebook’s News Feed Reels could close the remaining gap between traditional social networking and content-based engagement.
Industry experts view this as Meta’s strategic attempt to stay relevant among younger audiences who are gravitating toward quick, entertaining content formats. By embedding Reels into Facebook’s main interface, the platform can blend content discovery with social networking, offering users a hybrid experience.
Early User Feedback and Next Steps
Initial user feedback from regions where the test is live has been mixed. While some users enjoy the convenience of having everything in one place, others express concern that the News Feed is becoming too cluttered with content that feels algorithmically forced.
Despite these concerns, Meta is likely to expand the test in the coming weeks and evaluate its impact based on metrics like engagement rate, time spent, and sharing frequency. If successful, Facebook Reels in the News Feed could become a permanent fixture.
Conclusion: What It Means for Brands
As Facebook evolves into a more video-forward platform, brands must adapt quickly to stay ahead. Short-form content is no longer optional—it’s essential. From storytelling to advertising, every business must rethink how they use video in their digital strategy.
At Digilogy, we help brands like yours stay ahead of platform shifts and algorithm updates. Whether you need help creating Reels, launching video ads, or building a content strategy around social video trends—we’ve got you covered. Contact Digilogy today to future-proof your brand and unlock the power of Reels in your marketing mix.
