On August 19th, Facebook announced that it will begin the rollout of Facebook Reels in the U.S. Select Facebook users are now able to create Reels within the Facebook app (on both iOS and Android), and share them to Facebook Groups and their News Feeds.

Facebook reels in News Feed, full screen view, view in Facebook Group

Source: Facebook

The Facebook Reels interface and content creation toolkit closely resemble Instagram Reels. Collaborative features like Remix will be added later in the rollout. A timeline for adding Facebook Reels as an ad placement has not yet been announced.

Reels, previously native to Instagram, have made an appearance on Facebook before — in March 2021, the company introduced an update that allowed creators from select markets to share their Instagram Reels to Facebook, where they were served as recommended content.