The message from Facebook:

Today we’re launching Reels on Facebook for iOS and Android in the US. We’re bringing short form, entertaining video experiences and tools that have inspired creators on Instagram to more creators and audiences on the Facebook app.

With the ability to create reels and have their Instagram reels suggested to people on Facebook, creators — whether they’re just starting out or already have a large following — will have more ways to express themselves, grow their communities and reach new audiences.

Reels on Facebook can consist of music, audio, effects and more. You can find them in News Feed or in Groups, and when viewing a reel on Facebook, you can easily follow the creator directly from the video, like and comment on it, or share it with friends.

Their plan for Reels on Facebook:

  • Get Discovered in News Feed: Reels can reach everyone, not just your existing followers, making it possible for the most creative, funny and inspiring people to break out. People can discover reels based on their interests and what’s popular both at the top of News Feed alongside Stories and Rooms and in a new, dedicated News Feed section.
  • Express Yourself in Groups: Creators and group members can create and share reels in Groups to express themselves and engage in a more fun and visual way with their favorite interest communities, like The Galactic Empire of Chonky Woofers and Post-Apocalypse Office. And for admins, we’re rolling out a new ‘Single Theme’ group setting that makes it easy to prompt members to share their reels.
  • Share from Instagram to Facebook to Reach New Audiences: We’re testing the ability for Instagram creators to have their reels recommended on Facebook. In this test, a small number of Instagram creators will see an option to have their reel recommended on Facebook. The choice to do this is completely in their control.