Facebook Reels in 2025: Definitive Guide for Marketers

You’ve likely noticed, but similar features are popping up across different social media platforms. Shortly after TikTok’s popularity skyrocketed, Meta introduced Facebook Reels, a similar 9:16 aspect ratio video format. And it makes sense. If most social media users enjoy this short, video-first experience, why not take advantage of it on other platforms?

But they’re not the only ones who can take advantage of this opportunity. Businesses of all sizes and across industries can promote their brand by giving viewers more of what they want: video marketing. 

Here, we’re going to discuss Facebook Reels and how you can successfully add them to your Facebook marketing strategy: 

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What Is a Reel on Facebook?

In 2025, every video you upload to Facebook is now considered a Reel, regardless of length, format, or where it appears. Meta streamlined its video ecosystem by rolling all Facebook video content into the Reels format, eliminating the old boundaries between “short-form” and “standard” posts.

What hasn’t changed: Reels are still designed for discovery. Facebook defines them as “immersive videos that entertain your fans and help introduce your content to new audiences.” That means more reach, more visibility, and more chances to connect beyond your follower count.

Reels often feature creators and brands jumping into trends, layering on popular audio, or launching original formats for others to remix. And while you can cross-post Reels between Instagram and Facebook, they don’t share metrics. Likes, comments, and engagement stay native to the platform where the content was published.

On Facebook specifically, Reels come with added perks:

• You can optimize reach with detailed audience targeting.
• Your content is surfaced to people who don’t follow your page.
• You can track whether your Reel originated on Facebook or was shared from Instagram.

So while Instagram and Facebook may be under the same roof, the Reels experience, and the strategy behind it, should stay platform-specific.

Related: Facebook Video Ad Specs & Placements

What’s the Difference Between Stories and Reels?

While Facebook Stories can be short videos, they can also be static images, text-based pieces of content, and more. 

Stories also tend to be bite-sized posts meant only to last a short time. Often, for individuals, Facebook Stories are more personal. You tend to see people’s birthday parties or footage of what they made for dinner on Stories since these posts are geared towards people already following their account. 

Reels, on the other hand, will often be more elaborate than Stories. They might have more engaging captions like, “What Life’s Like for a Millennial Nun” or “Things you hear as a content maker.” Since they are made for people who aren’t necessarily following your page, you’ll want Facebook Reels to be more enticing (to make viewers stop) and entertaining (to make them stick around). 

What Is the Difference Between Reels and Posts?

Posting refers to any piece of content you share in your social media feed. This could be anything from a text post to a standard video post on Facebook. 

Most types of video content on the platform will be geared toward the audience that’s already following you. Reels, however, can be accessed by people who aren’t following you (yet!) through video-first sections of the platform, including the Reels Feed. 

While Reels are still a type of post, you’ll want to look at them a little bit differently than other pieces of content since they can reach a wider audience. 

How Does the Facebook Reels Algorithm Work?

In Facebook’s own words, “Reels are recommended based on what may be relevant to you and may appear in places such as Feed and Facebook Watch.” 

The more content you watch related to gardening, for example, the more gardening Reels you will be served. More broadly, Facebook, with its colossal reach and desire to keep viewers checking their page at all times, will continue to give the spotlight to video content to keep viewers engaged. 

The ‘Video’ tab on Facebook has been renamed to ‘Reels,’ reflecting the platform’s emphasis on short-form video content. Once you log in, you probably won’t have to scroll very long to find Reels — Facebook wants you to see them!

Are Reels Better Than Posts?

Reels are flexible in their style, casual to watch, and — thanks to the Facebook Reels algorithm — relevant to your interests. They’re also sharable, which helps your business reach a wider audience. 

If you’re selling a certain product, Reels can help you target motivated people who are adjacent to your current customers (based on their interests and other Facebook habits). For example, if you sell pet beds, Reels can help you reach additional pet lovers outside of your existing customer base. 

Additionally, if you are a personality or seeking to establish your expertise in a field, the sharable nature of Reels can help you reach more people than traditional text or photo posts, allowing you to gain more traction in the industry. 

Just because the platform currently highlights Reels does not mean you should stop creating other post types. Text, photo, and other video posts are still essential to growing your Facebook presence.

Ultimately, there are many ways for savvy video marketers to reach Facebook users, including traditional posts and Reels. A well-rounded marketing plan will consider different content types, trends, video specs, and best practices. 

Related: When Is the Best Time to Post on Facebook?

How To Make a Reel on Facebook

There are countless ways to think about creating content. When it comes to Reels, you’ll want to engage and entertain. 

With that in mind, here are five steps to making a Reel on Facebook.

Step #1: Define Your Purpose

Before you start creating content, understand why you’re creating it in the first place.

First, you’ll want to know your overall purpose, like retargeting existing customers or acquiring new potential customers. What goals do you want to measure and reach through this campaign? 

You’ll also want to have an understanding of your audience. For example, many Facebook users are there in particular to create a sense of community, so you’ll want to explore how your content can help drive community engagement. 

Step #2: Conceptualize

With your goal in mind, it’s time to come up with a funny and visual idea to support it. 

Reels don’t have to be very complicated — in fact, their casualness and intimacy are what sell Reels, creating an authentic feeling bond with viewers. 

As the planning process continues, you’ll want to begin broad and get more granular with the details. For example, you’ll want to start understanding what you want the video production to accomplish. Do you want it to make your audience laugh? Do you want to educate your audience? From there, you can narrow down your details, such as video type, talent, and locations. 

Step #3: Shoot

Now it’s time to shoot your content! 

If you’re using the Facebook app to create a Reel, tap the “Create” Button within your feed’s Reels section. Then hit the “Record button” to record a new video.

Otherwise, you’ll want to go shoot your content and proceed to the next steps. 

Step #4: Edit

Facebook’s updated Reels composer includes advanced editing tools, such as AI-powered filters, trending audio integration, and customizable templates, streamlining the content creation process. You can do all of this within the platform or during the post-production process. 

A new copyright check feature in the Reels composer scans your video for potential copyright issues before publishing, helping you avoid post-publication restrictions.

Step #5: Share

Now, it’s time to share your post on Facebook to reach your current and potential customers. 

Not sure where to start? We’ve got you covered. 

How To Post a Reel on Facebook

Of course, the Facebook algorithm has a role in who sees your content. But, as a video maker, you still can take a few steps to make sure you aim at the right target audience. 

Step #1: Think About Your Audience

Who is most likely to enjoy your Reel? Facebook lets you select categories to describe your demographic, so make sure you tailor your Reel’s audience as accurately as you can. You might want to use demographic information like age, interest, and location. 

Step #2: Write an Effective Description and Use Relevant Hashtags

Captions and hashtags are both great ways to ensure your Reel is correctly understood and categorized by the algorithm so it can reach the right audience. 

Your description will show up as a caption underneath your Reel, so it’s important to provide a clear and concise description. 

Additionally, hashtags are an incredible way to reach an extended audience. If you’re creating travel content, hashtags like #travellife, #digitalnomad, and #solotravel might be able to connect you with new potential customers.

Step #3: Share

At the bottom of your screen, you’ll find the “Share Reel” button. Your Reel will be public by default, and you’ll only have the option to make your Reel private if you’re using a personal Facebook account (instead of a business or maker account). 

Now watch the likes, views, and shares roll in! No matter the numbers, take them into account and use them to prepare for your next Reel. 

Facebook Reel Size & Specs

• Aspect Ratio: Reels should be formatted in a 9:16 aspect ratio.
• Resolution: While 1080×1920 pixels is the recommended resolution for Reels, the minimum acceptable resolution is 540×960 pixels.
• Frame Rate: Reels must maintain a frame rate between 24 and 60 frames per second.
• Duration: The length of Reels must fall between 3 and 90 seconds.
• File Size: The maximum file size allowed for Reels is 1GB.
• Video Format: Reels should be in a supported format, such as MP4, MOV, or AVI.

5 Tips for Viral Facebook Reels

Posting is truly as easy as 1, 2, 3 — but how can you help your post go viral? 

Tip #1: Be Relatable

Viewers often want content they can understand and connect with. User-generated content (UGC) and UGC-style Reels often feel more authentic than other types of content because viewers get to see someone relatable sharing their thoughts, observations, and experiences. 

Tip #2: Focus on Entertainment 

According to Statista, 33% of Facebook users come to the platform for entertainment — so give the people what they want! With humor, engaging visuals, and more, you can create entertaining Reels people want to watch — and share with their friends. 

Tip #3: Authentically Showcase Your Business

Today, people want to know more about your business than ever before. What are your business values? What causes do you support? How do you show your support? Facebook Reels give you the chance to be clear, direct, and proud about what you care about. 

Tip #4: Create an Emotional Connection

People have been spending a lot of time with digital video, especially over the last few years, so lean into this opportunity and make a lasting impression! 

One of the most effective ways to create this connection is through emotions. From joy and humor to nostalgia and envy, you can use different themes to drive an emotional connection between your brand and your audience. 

Tip #5: Make Use of Your Audience’s Interests

Show your audience you’re paying attention to them! (But maybe make it sound less creepy than we just did!) 

The point is: your audience’s interests are essential to getting their attention. Tons of Facebook users are interested in movies, food, reading, and pets. Take those into consideration when crafting content for your audience. How do those interests tie into your business, value props, or overall message? 

Make Facebook Videos at Scale

Want your Facebook Reels to stand out in the feed? QuickFrame AI makes it easy to create short, high-quality videos built for Meta’s platform. Start with your idea or script, generate a polished video complete with music and branding, and publish directly to Meta Ads Manager to reach audiences where they scroll most.

Create your next high-performing Facebook Reel with QuickFrame AI.

Facebook Reels: Final Thoughts

When it comes to creating content, Facebook Reels are a great way to connect with your audience on the platform and help you reach new followers. 

However, sharing any video isn’t enough. In order to be effective, your content needs to be high-quality, funny, emotional, and engaging. With the right strategy, you can create powerful Reels to reach your target audience and grow your business. 

Ready to get started? Learn more about our AI Video Generator for Facebook.