Everyone knows that sharing is an efficient factor. (Kindergarten: perhaps you’ve heard of it?). However is sharing Reels to Fb a great factor?
Fb definitely desires you to assume so. You’ve in all probability observed a not-so-subtle immediate to suggest your Instagram Reels on FB since Facebook launched Reels globally in spring 2022. And whereas it’s clear that Fb is thirsty to your consideration, what’s not clear is whether or not that’s truly going to assist your attain — or hurt your model.
Bonus: Download the free 10-Day Reels Challenge, a daily workbook of creative prompts that will help you get started with Instagram Reels, track your growth, and see results across your entire Instagram profile.
Hypothesis: Posting Facebook Reels isn’t really worth it
Instagram Reels debuted in summer 2020, and the world politely ignored the fact that it looked very similar to TikTok.
Over time, although, the characteristic has grown to have its personal loyal person base — in India, Reels is actually more popular than TikTok— so it’s not likely shocking that Fb determined to observe swimsuit with its own short-form video format.
Reels on Fb 🎉
At this time, Reels is launching globally on Fb. Creators can now share their Instagram Reels as beneficial content material on Fb for extra visibility and attain.
We’re deeply invested in Reels throughout Meta. Much more to come back! ✌🏼 pic.twitter.com/m3yi7HiNYP
— Adam Mosseri (@mosseri) February 22, 2022
After beta-testing in choose markets, Fb Reels at the moment are accessible in 150 international locations, on iOS and Android telephones. Fb even has introduced extensive creator support programs, meant to encourage the adoption of the shape.
However contemplating the comparatively low adoption fee of Facebook Stories in comparison with that of Instagram Tales (solely 300 million users watch Facebook stories, versus 500 million on Instagram), hopes are, let’s assume, not excessive for this new characteristic.
Our speculation is that sharing our Instagram Reels to Fb Reels gained’t deliver a lot further engagement… however why throw shade once we can throw proof? Time for just a little experiment to see simply whether or not or not social media entrepreneurs ought to trouble sharing Instagram Reels to Fb.
The methodology for this grand experiment virtually writes itself: create a Reel, hit the “Advocate on Fb” toggle, and watch what occurs.
Because it’s the very same content material being posted on each channels with this methodology, the comparability ought to be fairly easy.
Some issues to notice about recommending your Instagram Reels on Fb, according to Facebook itself:
- Reels that you just suggest on Fb might be seen by anybody on Fb, together with folks you aren’t buddies with, and even individuals who you’ve blocked on Instagram or Fb
- If somebody performs or likes your Reel on each Instagram and Fb, these depend as separate.
- Instagram Reels with branded content material tags gained’t be suggest on Fb. Reels with product tags can be beneficial on Fb, however the tags simply gained’t be seen there.
- Anybody watching your Reels on Fb can reuse your authentic audio.
Whereas I do have extra followers on Insta than I do Fb buddies (one thing that sounds like a brag, however actually just isn’t), Reels are primarily consumed by new audiences by design. On each platforms, Reels are served as much as doubtlessly viewers as decreed by the algorithm, through the Explore tab or the devoted Reels tab. In different phrases, the taking part in area feels fairly even.
For this experiment, I created three Reels proper within the Instagram app and hit that candy Fb toggle. I adopted finest practices for Instagram Reels, with the intention of pleasing the almighty algorithm. I integrated a sound clip, used filters, and tried to be entertaining. I additionally understand it’s essential for video clips to be shot vertically and be high-quality, so that you’d higher consider my photographs have been wanting good.
Taking a look at Fb’s record of best practices for Facebook Reels, the suggestions have been virtually an identical. Seemingly, the whole lot was good to go.
My inventive work carried out. I then waited 24 hours to gather and analyze the info. How would the likes, shares and new followers stack up?
Of the three movies I posted… not one in all them was truly performed or preferred on Fb. Ouch.
All of my likes and performs got here from Instagram, regardless of the very fact I had toggled “Advocate on Fb” for every one.
I’ll admit, I used to be fairly perplexed. Whereas I wasn’t anticipating something to go viral (see our pessimistic speculation above), I assumed I’d get a minimum of a number of eyeballs on my movies.
I imply, how can a masterpiece like this not cease folks of their tracks?
It undoubtedly isn’t encouraging me to flick that “Advocate on Fb” toggle once more sooner or later, that’s for certain.
What do the outcomes imply?
TLDR: It could possibly’t damage to strive, however when you’re not already widespread on Fb, sharing Reels on Fb in all probability gained’t get you any further attain or engagement.
As with all different second of rejection in life, I started to spiral and blame myself. Was I being punished as a result of I didn’t post at the right time? Or as a result of I posted via Instagram as a substitute of immediately on Fb Reels? I didn’t use hashtags… perhaps that might’ve been the important thing to success?
However as soon as I finished weeping, I entered the following levels of Social Media Grief: bargaining and acceptance. Fb Reels are so new that individuals realistically simply aren’t watching them in any respect but. Actually, Fb hasn’t launched any information in any respect at this level about Reels’ proliferation to their viewers, which is normally an indication they don’t have a lot to brag about.
I additionally realized that, if the Fb Reels algorithm is something just like the Instagram Reels algorithm, it doubtless prioritizes content material from already widespread creators. Fb desires to verify individuals who are watching Fb Reels are going to be delighted by what they see, so sharing movies from creators with a popularity for nice work is a safer guess than, say, boosting the content material of an unhinged writer-comedian with a humble 1.7K following who normally simply posts images of her child.
In different phrases — when you’re already creating profitable content material for a large viewers via Instagram and Fb’s different codecs (posts, Tales), your Reels are going to have a greater probability of being beneficial on Fb. In the event you’re simply beginning out or haven’t been seeing a lot engagement, it’s going to be slower going. It’s a catch-22: you must be widespread to get widespread.
So: is toggling “suggest on Fb” price it? IMO, it will possibly’t damage. It takes a fraction of a second for the potential to succeed in billions of recent folks — in spite of everything, whereas my hilarious wrestling video wasn’t deemed worthy, you by no means know when your large breakthrough second goes to be. Plus, the extra persistently you submit, the extra doubtless Fb is to reward you with publicity.
In the event you’re a more recent creator or a model with a smaller following, strive the following tips to assist develop your presence and engagement — and hopefully impress that finicky Fb algorithm within the course of.
Use inventive instruments and filters
Benefit from the enhancing suite in Instagram and Fb while you’re making your video. Reels that characteristic music clips, filters, and results get an additional enhance from the algorithm.
Fill your caption with hashtags
Hashtags help the algorithm perceive what your video is about, so it will possibly then serve up your content material to customers who’ve proven curiosity in that matter. Similar to you neatly labeled the whole lot in your pantry after binge-reading The Life-Altering Magic of Tidying Up, ID your Reels clearly and accurately!
Make it look good
Fb and Instagram each favor movies that look and sound good. Use correct lighting and capturing strategies, ensuring to shoot in a vertical orientation and with excessive decision. (PS: each websites additionally don’t like watermarked movies — a.okay.a. reposting from TikTok — so create recent content material to share right here.)
After all, Fb Reels is in its infancy. Will it go the best way of earlier Fb short-form video choices? (Anybody on the market keep in mind the short-lived Slingshot? Anybody?) Or turn out to be a reputable competitor within the area? Solely time will inform! Within the meantime, we’ll be keeping track of the way it evolves. Keep tuned for extra technique and experiments from Hootsuite HQ.
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