Facebook continues to build out the functionality of Facebook Reels. This time, Facebook is rolling out a new collaborative Reels option that would provide a way for users to invite other users to co-author a Reels clip. Hmm, sounds similar to TikTok ‘Duets’, doesn’t it? Theoretically, it might point to the same idea, but don’t worry, Duets don’t seem to be the core inspiration of Facebook’s latest addition.
Two is Better Than One
As seen in an example posted by app researcher Alessandro Paluzzi, Facebook is currently developing a new ‘Invite Collaborator’ option in the Reels creation flow, enabling users to add another profile as a co-creator to be listed in their clip. As mentioned before, this can be beneficial for both creators as it allows them to essentially tap into each other’s audience, indirectly increasing both of their reach, and opening new doors for newer expansions in the future.
Really, this isn’t much of a surprise. Facebook parent company Meta has been exploring a range of new options to help maximize opportunities for creators, including Creator Collaborations on Facebook, which enable multiple creators to be listed on a single Facebook post. Likewise, ‘Collabs’ on Instagram is basically the exact same experiment, but on IG Reels and Feed posts. In short, it’s pretty much already built into the app’s back-end infrastructure, it just hasn’t shifted across to Facebook Reels as well.
However, it does seem that it soon will, and with over 50% of user time on Facebook now spent on video content, and with Reels consumption rapidly increasing, it could be a good consideration to help maximize your exposure through influencer and brand partnerships. Perhaps that will then enable your brand to tap into Reels without having to create them yourself, although such instances would also bring up concerns of ‘mooching’ or ‘piggy-backing’ off of the efforts of others. That also points to possible contentions with regard to who has original ownership over the content, as well as credibility claims. But these are more personal considerations as opposed to being innate challenges with the process itself.
The Wrap
Either way, it’s a good update and one that can still serve a bigger purpose in the future. It does reduce the overall workload required to consistently produce new content, but the process is not without its flaws and conditions. Besides finding relevant creators/influencers to hook up with, there’s also the matter of personal discipline and accountability that have to be properly communicated between the two parties. Manage to get it right and both of you could enjoy a decent amount of growth.
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