Facebook is adding the ability to post Reels from other apps, Meta announced.
They are introducing a 'Sharing to Reels' integration, which makes it easier for developers to share videos from their apps directly to Facebook.
“Once integrated, third-party apps will have a Reels button so people can share short videos, then customize with Reels editing tools like audio, text, effects, captions, and stickers,” said John McCarthy, Meta’s director of product management, in a blog post.
Meta highlighted that as part of their launch, several of their partners, including smile, Vita, and VivaVideo have already integrated the 'Sharing to Reels' button.
The announcement comes as Facebook recently released Reels worldwide after launching it publicly in the U.S last September.
Along with the global rollout, Facebook introduced more creative tools and new ways for creators to make money from their Reels through advertisements.
While Reels began as a way to directly combat TikTok with a feature inside the Instagram app, Meta also brought them to Facebook a short while after.
The company stated during its Q4 2021 earnings that Reels is now its 'fastest-growing content format by far'.
They also stated that Reels was the biggest contributor to growth on Instagram and 'growing every quickly' on Facebook too.
Reels are one of the largest product investments at Meta, which has publicly discussed the threat posed by TikTok.
Meta CEO Mark Zuckerberg has called TikTok a big competitor that's growing at 'quite a fast rate off of a very large base.'