Meta Adds Ability for Anyone to Cross-Post Instagram Reels to Facebook

Meta is pushing ahead with its goal of ramping up video on its platforms. This week, the company is making it possible for anyone to cross-post Instagram Reels to Facebook.

As reported by Engadget, Instagram is adding several updates to Reels that affect how the format interacts with Facebook. Announced by Instagram’s head Adadm Mosseri, users can now cross-post Reels from Instagram to Facebook with a single button.

Meta is positioning this change as a way for Instagram creators to grow their audiences on both apps and therefore better monetize the content.

Instagram is also putting the “Add Yours” sticker option from Stories into Reels on both Instagram on Facebook. Mosseri says that idea allows users to take part in a trend and even encourages them to do so. Those who start trends are credited prominently as well if they so desire (this option can be turned off).

Reels are getting direct support on Facebook thanks to a feature that can turn any stories into Reels automatically. Facebook is also the recipient of more Reels Remix options: the same ones that were previously introduced to Instagram that mimic features found on Meta’s rival TikTok. Users can now show a video after an original Reel that they are remixing or they can show them side by side.

Facebook is also getting enhanced analytics for Reels that are published on the platform. The improved Insights show the number of people reached, the number of plays a video gets, total minutes viewed, and average watch time as well as likes, comments, and shares.

Finally, the Facebook Stars tipping feature is rolling out to all eligible creators on the platform. Those creators will be able to see more Reels insights in the Creator Studio so they can better tune their content to fit what their audiences want to see.

Instagram recently faced strong pushback against proposed changes that would make the app more like TikTok. After doubling down on the promise of more video features on the platform, Instagram backpedaled after celebrities strongly criticized the move. But while the company relented at the time, it clearly has not deviated from its overarching goal to turn both Facebook and Instagram into TikTok.

TikTok’s popularity is driven by Gen Z and teens, and recent studies show that neither groups use Facebook much, if at all. Meta’s choice to more strongly link Instagram Reels to the aged Facebook platform therefore is strange, since those who are strongly tied to the short form video content popularized by TikTok aren’t even using Meta’s flagship app.