After launching into beta tests just last month, Facebook today is rolling out Reels to all Facebook users in the U.S. on both iOS and Android. The feature, Facebook’s response to TikTok, allows creators to make and share short-form video content using a variety of editing tools, including those for music and audio, AR effects, using timers and countdowns and more. With the public launch, creators will be able to create their Reels directly on Facebook as well as share their exiting Instagram Reels to Facebook in order to help them build a following across both apps.
In addition, Facebook is now sharing more details about how it plans to fuel Reels’ creation.
The company is introducing a new bonus program that will pay creators when people view their Reels. The program will be funded as part of Facebook’s larger commitment to invest over $1 billion in creators through 2022, which is also paying creators to run certain types of ads, for receiving payments through Stars (virtual tips) and more.
The Reels Play bonus program, which expands on Instagram’s Reels Summer bonus, will pay eligible creators based on the performance of their Reels across Facebook and Instagram, and will pay out on Reels that get at least 1,000 views over a 30-day period. (Facebook did not say how large the payments would be, however.)
The new program will be open to U.S. creators only and will be invite-only for the time being. It will eventually expand to more global markets.
Facebook says it’s also working to develop other ways for creators to make money from their Reels, and plans to test new ad formats, including Sticker Ads and Banner Ads in Reels. It’s also looking into integrating Stars, its virtual tipping system, into Reels, which would allow fans to pay their favorite Reels creators directly.
The company also plans to monetize Reels as a product by testing full-screen and immersive ads that appear in between Reels, similar to ads on TikTok. These ads will allow users to connect with brands and other small businesses, Facebook says. And like the Reels themselves, viewers can comment, like, view, save, share or skip these ads, which are already appearing on Instagram Reels.