Facebook is the latest to copy TikTok with Reels in the United States

Facebook (Image credit: iMore)

What you need to know

  • Facebook is testing a new feature that borrows heavily from TikTok.
  • Reels is being tested in India, Mexico, Canada, and the United States.
  • People can cross-post Reels from Facebook.

Social network Facebook is the latest to borrow from TikTok, with Facebook Reels now being tested in a handful of countries.

Now live in India, Mexico, and Canada, and the United States, Reels are short videos that people will see in their News Feed, according to a report by The Verge. Notably, users can cross-post Reels to Facebook from within Instagram, too. At least, they can during this testing phase — it's possible that facet of the feature will be removed before Reels is live for everyone.

Facebook Reels

Facebook Reels (Image credit: Facebook)

People can watch and create reels from the Facebook app, and the feature is designed to give people a way to "express themselves, discover entertaining content, and to help creators broaden their reach." As justification for the test, Facebook says nearly half of time spent on the app is dedicated to watching videos, and that Reels is growing "especially quickly."

Instagram and Facebook are far from the only ones trying to copy TikTok, of course. YouTube already offers its own version of the same idea and I can't imagine it being the last, either.

TikTok fast became the best iPhone app for people who wanted to watch and share short videos. Those videos have steadily grown in length, but the idea remains the same. So far, more apps copying its features hasn't led to a mass TikTok exodus. Whether that changes in the future, we'll have to wait and see.

Oliver Haslam

Oliver Haslam has written about Apple and the wider technology business for more than a decade with bylines on How-To Geek, PC Mag, iDownloadBlog, and many more. He has also been published in print for Macworld, including cover stories. At iMore, Oliver is involved in daily news coverage and, not being short of opinions, has been known to 'explain' those thoughts in more detail, too. Having grown up using PCs and spending far too much money on graphics card and flashy RAM, Oliver switched to the Mac with a G5 iMac and hasn't looked back. Since then he's seen the growth of the smartphone world, backed by iPhone, and new product categories come and go. Current expertise includes iOS, macOS, streaming services, and pretty much anything that has a battery or plugs into a wall. Oliver also covers mobile gaming for iMore, with Apple Arcade a particular focus. He's been gaming since the Atari 2600 days and still struggles to comprehend the fact he can play console quality titles on his pocket computer.