Facebook and Instagram Reels explained
Reels are the dominant content format on both Facebook and Instagram today, and if you haven't built them into your marketing yet, you're missing where most of the attention on these platforms has moved.
Reels now account for nearly half of all time people spend inside the Instagram app in the U.S., and more than 200 billion Reels are played every day across Meta's apps. This guide covers what Reels are, why they still matter and how to actually use them well.
What are Facebook Reels and Instagram Reels?
Reels is a feature where users create and share short, vertical videos using a catalog of music, effects and editing tools. The format launched in 2020 as a strict 15-second clip, but Meta has steadily expanded it since: 30 seconds in 2021, 60 seconds in 2022, 90 seconds later that year, and up to 3 minutes recorded directly in-app as of a 2025 update, with even longer uploaded videos accepted.
That said, the maximum length and the ideal length are very different things. Data consistently shows that shorter Reels still outperform longer ones for reach, especially with viewers who don't already follow you.
If you're familiar with TikTok videos, you're already familiar with the basic idea. The purpose of Reels is to entertain and inspire creativity in short, digestible bursts.
| Reel length | Best for |
|---|---|
| 3 to 15 seconds | Maximum reach with non-followers, looping content |
| 15 to 30 seconds | The sweet spot for most brand content, highest average engagement |
| 30 to 90 seconds | Mini-tutorials, product demos, storytelling |
| Up to 3 minutes (in-app) or longer (upload) | Educational or narrative content, used sparingly |
Meta's answer to TikTok
Reels is Meta's response to TikTok, and it's worth understanding the current scale of both. Facebook has more than 3 billion monthly active users and Instagram has passed 2 billion, while TikTok sits at roughly 1.9 to 2 billion monthly active users globally. Reels is also how Meta captures ad dollars that would otherwise go to TikTok. Instagram alone is projected to generate over $42 billion in U.S. ad revenue this year, with Reels driving much of that growth.
Similar to Facebook's approach with Snapchat
Similar to how Facebook copied the Stories feature from Snapchat, and that strategy effectively pulled users toward Instagram Stories over Snapchat Stories, Reels was Meta's version of the same playbook aimed at TikTok. Whether Reels ever truly displaces TikTok remains an open question, but the format has clearly become a permanent, central part of how people use Instagram and Facebook.
Why Reels still deserve a place in your strategy
A few reasons Reels remain worth the investment, even now that the format is well established rather than brand new:
Algorithmic reach
Reels continue to get meaningfully more algorithmic distribution than static feed posts, showing up in users' main feeds, the Explore section and Instagram's dedicated Reels tab. That's genuine reach for your target audience that a photo post alone won't get you.
A more personable side of your brand
Because of Reels' fast, casual nature, the feature offers your business the opportunity to share fun, personable content that shows a relatable side of your brand. Just make sure whatever you create stays true to your brand's voice. It's easy for humor or trending effects to drift off-message if you're not paying attention.
AI-assisted tools lower the production bar further
Meta has built AI-assisted editing tools directly into Reels, including auto-generated captions, background and effect suggestions, and templates you can adapt to your own footage. That means solid Reels content requires less production skill and time than it used to, even compared to a couple of years ago.
Best practices for using Facebook and Instagram Reels
The following are best practices for small businesses using Reels on either Instagram or Facebook.
Highlight brand individuality
Reels rewards unique content with a thoughtful storyline. It's a blank slate for out-of-the-box creativity.
If you're struggling to brainstorm ideas, consider:
- Sharing company culture
- Announcing new product launches or offers
- Creating how-to tutorials
- Displaying your product or service in an attention-grabbing way
- Revealing insider tips and tricks
- Repurposing past content that has performed well
- Showing what happens behind the scenes
- Highlighting before-and-after moments
Experiment with hashtags, text and captions. Research what's currently trending and what your competition is doing, and don't be afraid to think outside the box with camera angles or audio. Just be wary of hard-selling too much. Viewers won't have an appetite for it, and over time you'll struggle to build reach and engagement on Reels.
Think vertical and pay attention to aspect ratios
Like Stories, Reels content is vertical. This won't be a big stretch if you're already creating content for Stories, TikTok or Snapchat, but it can be an adjustment if you haven't.
If you plan on importing clips rather than filming directly in-app, keep these specs in mind:
- The recommended Reels size is 1080 by 1920 pixels.
- The recommended aspect ratio is 9:16.
- If the size isn't accurate, you could end up with an awkwardly cropped clip.
Balance authenticity with quality
Reels allows for fun, authentic content, but you still want to balance that with well-produced clips. Take the time to plan, execute and edit so you consistently hit that balance. Choosing the right audio is a big piece of this, so don't rush the creation process, and consider using a visual storyboard to plan your clip frame by frame. Practice makes perfect from there.
Avoid watermarks in your videos
Since Facebook and Instagram are competing directly with TikTok through Reels, content with another platform's watermark won't perform as well. If you create a TikTok video and then save and upload it to Instagram Reels, that TikTok watermark shows up in the corner of the clip. To avoid this, create original content directly within Instagram or Facebook Reels so it plays nicely with those platforms' algorithms.
Add a custom thumbnail
Creating a custom Reels cover puts the presentation of your content in your own hands. The cover is the first image users see when they come across your Reels clip, so make sure it's eye-catching and true to what viewers will actually see. You can add one by tapping "Cover" after creating your Reels clip, then selecting an image from your gallery.
Optimize how and when you share
Instagram lets you share a Reel to the dedicated Reels tab, where followers can access it easily on your profile. Be sure to also share it to your main feed so it shows up alongside your other posts.
As far as timing, the key is thinking about your target audience's time zone and when they're most likely to be engaging: when they wake up, during lunch, toward the end of the workday, after dinner or before bed. Experiment to find what actually works for your specific audience, since every brand's audience behaves a little differently.
With a public Instagram business account, rather than a private personal Instagram account, your Reel can also get picked up and suggested to users at large through Instagram's main discovery Reels tab.
Monitor and track your Reels performance
Tracking your metrics is critical to understanding what's working for your audience and what isn't. You'll be able to view reach, likes, saves, shares, comments and plays. Keep in mind plays can exceed reach, since a user can watch the same Reel more than once.
Your Reels analytics live within Instagram Insights in the app, available for business accounts. See our 16 Instagram marketing tips for more on building a strategy around what you learn.
In conclusion
Reels on Facebook or Instagram is not a substitute for a presence on TikTok itself. If you're trying to reach a younger target audience, TikTok marketing should still be part of your strategy where it's a relevant space for the people you're trying to reach. It doesn't ultimately matter how the competition between these platforms shakes out. Each one still deserves consideration on its own terms.
For inspiration, check out Walmart and Sephora, two major brands using Reels well.
As you build Reels into your content mix, check out 10 types of videos you can use in your marketing strategy for more format ideas, and see how DailyStory can help you level up the rest of your digital marketing alongside it. Schedule your free demo with us today.