Meta Platforms announced that all new videos uploaded on Facebook will soon be categorized as Reels. This change aims to simplify video publishing on the platform.

The company shared the update on June 17, 2025. It will remove length and format restrictions for Reels, allowing for short, long, and live videos.

Videos uploaded before this change will remain unchanged. New uploads will automatically be classified as Reels.

The existing video tab on Facebook will be renamed the Reels tab. Users will be prompted to confirm or update their audience settings if their current feed posts and Reels have different configurations.

Meta also plans to introduce additional creative tools as part of this update. The changes will be rolled out globally to profiles and pages over the coming months.

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🔗 Source: Reuters

🧠 Food for thought

1️⃣ Meta’s video strategy represents an evolution beyond format wars

Facebook’s move to classify all videos as Reels signals a strategic shift away from format segmentation toward a unified video approach.

This continues Meta’s pattern of platform evolution, transforming from a basic social network in the early 2000s to a comprehensive platform-as-infrastructure supporting various functionalities and services 1.

The consolidation follows years of experimentation with different video formats, reflecting the broader industry’s recognition that content value transcends format limitations.

By removing length restrictions on Reels, Meta is acknowledging how artificial the boundaries between “short-form” and “long-form” content have become for both creators and viewers.

This approach differs from competitors like YouTube, which maintains clearer separation between Shorts and standard videos, potentially giving Meta a simplicity advantage in the creator economy.

2️⃣ The reclassification reflects intense competition in the short-form video space

Meta’s decision comes amid fierce competition between major platforms, with TikTok leading in average views per video (18,173) compared to Instagram Reels (16,152) and YouTube Shorts (646) 2.

The engagement battle is particularly intense, with YouTube Shorts showing a 5.91% engagement rate, TikTok at 5.75%, and Instagram Reels at 5.53% 2.

Since Instagram Reels launched in 2020 as a direct response to TikTok’s growing popularity, Meta has continuously evolved the feature to remain competitive in the short-form video landscape 3.

By consolidating all video as Reels, Meta may be attempting to concentrate its algorithmic attention on a single format, potentially improving discovery and engagement metrics that currently favor TikTok.

The strategy acknowledges how critical short-form video has become to social platforms, with TikTok’s algorithm particularly effective at driving viral content even from accounts with few followers 3.

3️⃣ Video consolidation reflects changing creator and consumption patterns

The simplification of video formats acknowledges how creator workflows have evolved, with many repurposing content across multiple platforms rather than creating platform-specific content 4.

This change aligns with research showing video content captures attention quickly and encourages interaction, with users more likely to comment, like, and share video posts compared to static content 5.

The decision responds to broader consumption trends, with video accounting for 75% of all internet traffic as of 2018 6, demonstrating its dominance in online engagement.

By eliminating format restrictions, Meta is removing friction for creators who previously needed to make format decisions before uploading, potentially encouraging more video creation overall.

The rebranding of the Video tab to Reels tab also reflects Meta’s recognition that the term “Reels” has gained significant brand recognition since its introduction, becoming synonymous with the company’s video offerings.

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