Meta has significantly expanded the availability of Facebook Reels, rolling out the short-form video feature to over 20 countries across sub-Saharan Africa. This strategic move includes nations such as South Africa, Seychelles, Senegal, Rwanda, Nigeria, Kenya, Guinea, Ghana, Cape Verde, Cameroon, and Burkina Faso. Prior to this expansion, Facebook Reels was already accessible in key markets including India, Mexico, Canada, and the United States, marking a continued push by Meta to grow the format's global reach.

Reels are defined as engaging short-form video experiences, typically up to 60 seconds in length, designed to enable creators to connect with their audiences in dynamic ways. The concept of Reels was first introduced on Instagram in 2020, with the Facebook version following in 2021, demonstrating Meta's commitment to integrating this popular content style across its main platforms.

To facilitate creativity, Reels provides a comprehensive suite of tools. Users can record and edit 15-second video clips, enhancing them with audio, various text options, special effects, and stickers before sharing them with their followers. The functionality of Reels bears a strong resemblance to TikTok, with both platforms offering similar tools for creating entertaining videos and presenting almost identical interfaces. The primary distinction lies in their structural position: Reels operates as a new feature embedded within a larger platform, whereas TikTok functions as a standalone application.

Nunu Ntshingila, Regional Director for sub-Saharan Africa at Meta, emphasized the strategic rationale behind this expansion. The launch is a direct response to the overwhelming shift towards video consumption, as evidenced by data showing that video now accounts for nearly all of the time users spend on Facebook and Instagram. Ntshingila highlighted Reels as Meta's fastest-growing content format by a significant margin, underscoring its importance to the company's future engagement strategy.

Meta is also keenly focused on empowering creators and offering them viable monetization opportunities through Reels. The company is actively exploring mechanisms, such as cross-posting, to simplify the process for creators to share their Reels across both Facebook and Instagram audiences. A key initiative is the Reels Play bonus program, which is part of Meta's substantial $1 billion investment aimed at creators. This program offers eligible creators up to $35,000 based on the performance and engagement generated by their Reels. Ntshingila articulated Meta's objective: "We're focused on making Reels the best way for creators to get discovered, connect with their audience, and earn money." This creator-centric approach is consistent with broader industry trends, including features like Twitter's Tip Jar and Ticketed Spaces, which also aim to support creators financially.

Creating a Reel on Facebook is straightforward, allowing anyone to become a global creator or simply share moments with friends and family. Users can initiate a Reel directly from the top of their Feed or while viewing another Reel. They have the option to select existing video clips from their camera roll or capture new footage. Access to Reels is also available by tapping the 'Reels' icon at the top of the News Feed or within a group's feed. The platform provides a range of creative editing tools, including options to add audio, AR effects, and a timer. An innovative feature called 'Remix' allows users to create their own Reel alongside an existing, publicly shared Reel on Facebook. Meta has also announced upcoming updates aimed at further simplifying the creation and discovery of Reels in new contexts, such as within Stories and through Suggested Reels appearing in the main Feed.