Facebook users in India may soon start seeing Reels in their News Feeds. The platform is currently testing out a feature that will let select Indian content creators share Reels on Facebook.
Bringing Reels to Facebook
Popular content creators and public figures in India will get the ability to share their 30-second Reels to Facebook. Once shared, these clips will be displayed on their followers’ News Feeds accompanied by the creator’s Instagram username. It may also appear as recommended content to other users.
In a statement to Reuters, a Facebook spokesperson told the outlet that it’s “testing the ability for Instagram creators to choose to have their Reels recommended on Facebook… creators can reach new audiences and people can create and discover more entertaining content.”
The platform also noted that it will eventually incorporate a Reels feature on the Facebook app as well.
Reels was rolled out in August 2020 and is a clear attempt to compete with TikTok. And since TikTok was banned in India in June 2020, Facebook likely views this as a chance for a Reels takeover in the country.
Will This Give Reels the Edge It Needs?
Reels still lags behind TikTok. Making the feature more accessible in a country where TikTok no longer exists may give Reels the edge it needs. However, if Facebook chooses to roll out this test to the rest of the world, it might not have the same results.