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Meta adds ability to share videos from third-party apps directly to Facebook Reels – TechCrunch


Facebook is adding the ability to post Reels from third-party apps, its parent company Meta announced on Tuesday. The company is introducing a “Share to Reels” integration, which will allow developers to easily share videos from their apps directly to Facebook.

“Once integrated, third-party apps will have a Reels button so people can share short videos and then customize them with Reels editing tools like audio, text, effects, captions, and stickers,” said John McCarthy, director of product management at Meta, in a blog post. “Instead of downloading their video content and downloading it later, they can now create and share videos seamlessly at the touch of a button.”

Meta pointed out that as part of the launch, several of its partners, including Smule, Vita and VivaVideo, have already integrated the “Share to Reels” button into their apps. Developers who want to integrate the button into their apps can learn more on Meta’s developer website.

The company says the new feature will help people reach new audiences on Facebook and builds on its “Share to Stories” feature, which allows developers to allow their users to share content to Facebook Stories directly from third-party apps.

Meta adds ability to share videos from third-party apps directly to Facebook Reels – TechCrunch

Picture credits: Meta

Today’s announcement comes as Facebook recently rolled out Reels globally following its public launch in the US last September. Along with the global rollout, Facebook also introduced more creative tools and new ways for creators to earn money from their Reels through advertising, and soon, stars.

While Reels first started out as a way to directly combat TikTok with an in-app Instagram feature, Meta brought them to Facebook soon after as well. The company touted during its fourth quarter 2021 results that Reels is now by far its “fastest growing content format.” The company also said Reels was the biggest contributor to growth on Instagram and was “growing very rapidly” on Facebook as well.

Reels is one of the biggest product investments at Meta, which has publicly discussed the threat posed by TikTok. Meta CEO Mark Zuckerberg called TikTok a big competitor that is growing at “a pretty fast pace on a very large base.” It’s clear that Meta sees its new integration with third-party apps as a way to increase the popularity and reach of Facebook Reels as it continues to compete with TikTok.

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