Observed Signal · Mar 6, 2023 · Technical Release · Source: OnlineMarketing.de · Impact: 4/5 · Sentiment: Neutral
Facebook Reels extended to 90 seconds
Meta has extended Facebook Reels' maximum length to 90 seconds, up from 60. The rollout includes new creator tools such as automatically generated Reels from Memories, a music synchronization feature, and a templates option to simplify Reels creation. The update mirrors a wider trend toward longer short-form content and follows competitors like TikTok, which supports longer videos (though up to 10 minutes). The information was circulated by creator expert Matt Navarra on Twitter on March 3, 2023. The piece also notes Social Match's Social Talk Trendreport 2023, a guide on trends for creators, influencers, and brands. Overall, the article highlights Meta's ongoing expansion of video features on Facebook and its emphasis on enabling easier content production for creators.
Meta technical release: Facebook Reels length extended to 90 seconds; major platform.
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Key Takeaways & Evidence Grounding
- Meta extended Facebook Reels maximum length to 90 seconds (from 60 seconds).
- New Creator tools include Memories-based auto-generated Reels, Music Sync, and a Templates feature.
- The change follows TikTok's trend of longer videos (up to 10 minutes).
- Matt Navarra highlighted the new features on Twitter on March 3, 2023.
- Social Match released the Social Talk Trendreport 2023 on trends for creators, influencers and brands.
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Threads tests Gems to honor valuable posts daily
Threads is testing a new feature called Gems, which awards up to 25 outstanding conversations daily with a visible diamond badge. The selection is algorithm-based, focusing on originality, timeliness, and authentic discussion, regardless of follower count. Posts or direct replies qualify, but reposts and content cross-posted from Instagram are excluded. The feature is currently limited to public US-based accounts of users aged 18 and older, though the badges are visible globally, including in Germany. Recipients get a notification and can share the badge. Users can hide the label if desired. Initial hints appeared in August via app researcher Alessandro Paluzzi. Threads aims to encourage original and engaging content, with no negative impact on reach for non-recipients.
Meta Bans TikTok Ads on Its Platforms in Multiple Regions
Meta has banned advertising for TikTok on its platforms (Instagram, Facebook, WhatsApp) in several countries, including the USA, Japan, Vietnam, Canada, Egypt, Indonesia, and Thailand. This action, confirmed by Meta spokesperson Chris Sgro, prevents both ByteDance and third-party advertisers from promoting TikTok within Meta's ecosystem. The ban is seen as a competitive move amidst escalating rivalry between Meta, ByteDance, and YouTube. It may also be linked to Meta's recent $16.7 billion settlement with US states over youth safety, which includes conditions that require competitors like TikTok and YouTube to implement similar protective measures, suggesting a strategic pressure tactic to ensure they share the cost and responsibility of child safety initiatives.
Xbox Launches TV & Film Division; Meta Tests Link Restrictions
This AdExchanger news roundup covers three major stories. Xbox has unveiled a new TV and film division named XP, led by Kayleen Walters, to explore monetization opportunities including formalizing sponsorships and brand partnerships. Separately, Meta is testing Meta One, a subscription bundle, and has begun charging non-subscribed business pages for including more than two external links in posts, with news pages currently exempt. Additionally, the article discusses the trend of mid-sized independent agencies merging into hybrid holding companies, citing Wpromote's acquisition of Giant Spoon, Chemistry's acquisition of Colossus, and Acadia's purchase of Crush, as competitive pressures from larger groups like Omnicom-IPG and Publicis intensify.
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