Facebook is switching to a single model: from now on, all videos will be Reels. Meta's signature move radically transforms the way video is created, shared and consumed on the platform. A strategic choice reflecting an era where video engagement and simplification are king, with far-reaching consequences for creators, brands and social networks alike.
Facebook's decision to standardize all video formats in the Reels feed completely reshuffles the deck in the video market. digital marketing. Creators, companies and users alike are faced with a rethought experience that is more fluid, but also more demanding in terms of creativity and engagement strategy. This article analyzes the concrete implications of this transformation, dissects the opportunities it generates, and points out the challenges to be anticipated if we are to remain competitive on social networks.
Understanding video mutation: why all videos become Reels on Facebook
Facebook's social ecosystem has been constantly evolving since its inception; the current mutation around the video format is undoubtedly the most structuring since the introduction of the News Feed. By opting for the automatic transformation of all video formats into Reels, Meta aims to unify the user experience, inspired by the phenomenal success of Instagram and TikTok. This repositioning is not insignificant, and is part of a logic of optimizing engagement, which has become the alpha and omega of monetization on social platforms.
It's worth noting that this redesign eliminates any ambiguity for users: there's no longer any question of choosing between different types of video content. For example, a young entrepreneur specializing in fitness fashion, sharing her tips and fashion shows, will publish her videos as Reels without any particular impetus on her part. This new normalization of video, freed from format choice, is particularly resonant with French brands in the sports sector, who are massively exploiting the potential of short-form content to boost their visibility and stimulate interaction, as detailed in the analysis of sportswear strategies on Instagram (read here).
- Easier access to creative tools: Creators can now access all graphic, sound and effects editing tools from a single publishing path.
- The elimination of historical distinctions: from now on, classic video and Reel are one and the same algorithmic entity.
- Centralized privacy settings: the target audience of a Reel (public, private, personalized) remains unchanged, but is standardized with that of the traditional feed to prevent broadcast errors.
In terms of statistics, the integration of video performance into a single dashboard marks a methodological step forward. Key metrics - views at 3s, at 1min - remain available for all content, whether recent or from the pre-Reels era. In the Meta Business Suite, historical data can be consulted until the end of the current year, but all future analyses are carried out under the Reels banner. This standardization promises better performance readability, provided that the evolution of tracking tools is mastered.
| Before conversion | After the transformation |
|---|---|
| Choice of Classic or Reel video | Unique publication in Reel |
| Separate editing tools | Centralized creative suite |
| Segmented statistics | Unified statistics (Reels tab) |
| Separate privacy settings | Harmonized audience settings |
In the field, this change is having as much impact on millennial influencers - true drivers of social innovation in 2025 (more info) - as well as small businesses looking to simplify their campaign management. However, novice users may be confused by the disappearance of the old "video/wire" logic in favor of all-Real, calling for greater support.
Evolve your content strategy after the demise of classic video
The shift to all-real requires strategic adaptation. Creators and brands must rethink their narrative formats to fully exploit the virality inherent in this mode of distribution. Video length is no longer a constraint, lifting the barrier that limited Reels to 90 seconds until 2023. Campaigns can be based on short, punchy content, but also on longer formats adapted to educational or immersive needs.
To take advantage of this new paradigm, a list of actions is essential:
- Develop narratives that adapt to the vertical, fast-moving nature of the Reels feed
- Exploit new centralized creative tools (effects, music, dynamic text)
- Analyze statistics to fine-tune video length and structure
- Anticipate changes in engagement metrics (shares, likes, spontaneous comments)
A recent example from ValueYourNetwork illustrates this shift: during a campaign for a sports brand, the publication of a "challenge" tutorial in Reel long quadrupled the usual number of interactions, proving the power of the format when capitalizing on its virality.
At a time when all platforms are converging towards the instantaneous, snacking consumption of content, Facebook confirms its alignment with this trend. This strategic alignment reassures creators that monetization revenues will be maintained, as long as the volume and quality of engagement remain similar to the pre-Reel era.
The gradual unification of tools, audience flow and parameters represents a silent but profound revolution. It invites marketing professionals to explore new levers for engaging their communities, while reinforcing the narrative cohesion of their digital identity.
The Reels mutation on Facebook is therefore part of a wider trend, which questions the boundary between social video and immersive storytelling, setting the stage for the rest of the analysis: what new uses are really emerging from this standardization, and how can we adapt to them to maximize our impact?
New digital uses and opportunities arising from the widespread use of Facebook Reels
The global adoption of the Reel format on Facebook isn't just reinventing the platform's design: it's catalyzing the emergence of new behaviors, unprecedented strategies and innovative trends. Short, playful and immersive content, once reserved for teenagers and young adults, now appeals to all generations, as demonstrated by the success of reels among influencers from the Lyon scene (read here). Several levers are now open to digital players.
- Generational decompartmentalization: Senior citizens, who have long been resistant to "youth" content, are gradually moving into the Reel format, taking advantage of the simplified publication process.
- Increased interactivity: Reels encourage responses, duets (remixes), instant sharing, and natively integrate dynamic calls to action.
- Tenfold organic reach: The algorithm favors Reels by propelling them throughout the news feed, regardless of the number of subscribers.
The user experience on Facebook thus tends to resemble the flagship codes of TikTok, or Instagram Reels. In fact, the merging of formats makes comparisons more obvious, prompting brands to adapt their storytelling, branding and mix of authenticity and scripting, as shown by the European lingerie brands that have made inroads on TikTok (case study).
| Old video use | New Reels uses | Observed benefits |
|---|---|---|
| Long explanatory videos | Sequenced educational snippets in a carousel of Reels | Greater retention, better step-by-step understanding |
| Classic interviews | Short clips focusing on punchlines or anecdotes | Easy sharing, commitment to each extract |
| Linear product promotion | Challenges, trends and viral Reels teasings | A stronger community dynamic |
By giving priority to Reels, the new algorithm reshuffles the deck when it comes to increasing organic visibility. Even hitherto confidential creators are offered unprecedented windows of virality, provided they understand the mechanics:
- Create rhythmic visual sequences in the first few seconds
- Use music and effects to enhance memorability
- Encourage participation through visible and creative calls to action
- Vary durations to test target appetence (see the latest innovations on long Reels analyzed in the new Instagram Reels grid)
This change has a particular impact on sponsored campaign strategy, with monetization remaining stable as long as engagement follows. Several studies in the "La chronique Marketing" podcast illustrate that publication frequency and creativity are now the main levers, with the old "short/long" trade-off no longer relevant.
Analysis tools now enable all advertisers (small creators, major brands or local players) to access statistics on all Reels, simplifying performance comparison and the rapid detection of trends or weak signals. Adjustments are recommended after each campaign, as detailed in best practices for video business intelligence on Facebook and Instagram (detailed analysis).
This "all-in-one Reel" model also echoes the strategy of other networks: Instagram extends its functionalities to enrich creative freedom (see what's new here), and TikTok is gradually lifting its limits on video length to reach new audiences - all signals converging towards a society of ultra-fragmented but amplified attention.
For Italian luxury brands on TikTok, this ecosystem also favors cross-platform campaigns by bouncing off the viral dynamics of Facebook Reels (case studied). The opportunity is then to adopt agile strategies: test, measure, optimize in a loop.
What challenges do we face as the Reel format becomes more widespread?
Any technological shift also generates inherent challenges. The main one lies in managing the learning curve for users: some audiences will find it difficult to understand the lack of distinction between "filming" and "reel", especially those less familiar with the world of social networking.
- Quickly learn integrated design and editing tools
- Anticipating reactions to the standardization of publication statuses
- Refining statistics to avoid misinterpretation
- Deploy educational communication with customers and network teams
What's more, the extreme speed at which trends develop and then die out means that we need to be constantly on the lookout for the best ways to record and enjoy Instagram and Facebook content (detailed guide). Marketers need to approach the transition not as a constraint, but as an opportunity to continuously renew their marketing plans.
By succeeding in this mutation, brands, content creators and influencer agencies benefit from a tenfold surface of expression, an engaged community and an algorithm that favors innovation. But they will need to adopt a flexible, reactive posture to avoid obsolescence.
This dynamic of constant questioning foreshadows the last big question for players in the sector: how can we exploit the potential of the all-real to sustain our presence and impact on Facebook and other social networks?
Making the most of total transposition to Reels: winning strategies for brands and influencers
The disappearance of the classic video format in favor of the all-Real on Facebook is forcing influencers, brand creators and community managers to reconsider their entire broadcasting processes. The key to success is to capitalize on the complementary nature of storytelling, authenticity and data. This requires strategies that are ultra-adapted to this new environment and to the rapidly evolving expectations of audiences.
One of the major levers lies in the granularity of formats: by exploiting the flexible duration of Reels, it is possible to generate educational, promotional or entertaining content tailored to the target audience, while preserving engagement. Through, for example, the use of features tested on Instagram such as "Reel Blends" or the intelligent management of new comment filters (details here), brands can establish a more fluid dialogue with their communities.
- Build series of Reels around a storytelling thread (e.g.: progressive launch of a product in several short episodes).
- Highlighting ambassadors and micro-influencers via Remix co-creations
- Encourage immediate interaction with polls, quizzes and calls for reaction in the first few seconds
- Analyze and test the effectiveness of different types of content (emotional, informative, entertainment, UGC)
| Strategy | Objective | Key indicator |
|---|---|---|
| Educational Reels series | Incrementing loyalty | Audience recurrence rate |
| Remixes and collaborations | Extending the reach | New subscribers through sharing |
| Participatory challenges | Stimulating commitment | Rate of shares, mentions |
| Multi-duration optimization | Adapting to the needs of each segment | Average time spent per Reel |
In 2025, performance analysis will be refined with widespread access to historical metrics, enabling brands to quickly detect promising concepts or pivot following a drop in interest. For influencer agencies like ValueYourNetwork, the simultaneous management of several hundred campaigns, from fashion to sports to luxury, requires integrated reporting tools and constant monitoring of changes in video formats (full comparison).
Another key aspect concerns the adaptability of creators: those who anticipate trends, such as the accelerated 2x viewing of Reels that has become popular on Instagram (trend analysis), enjoy a competitive advantage, structuring their content to be as effective at normal as at accelerated speed.
The modularity of this new video architecture is also accompanied by unprecedented possibilities for testing product innovations live, along the lines of "Instagram prepares an app dedicated to Reels to compete with TikTok" (source). Finally, the comparison of pricing schedules, the monitoring of changes on Meta and the analysis of associated taxation (find out more here) are now accessible and essential elements in the financial management of video campaigns.
- Optimize planning campaigns to benefit from Reels algorithm peaks
- Encourage user-generated content (UGC) to reinforce authenticity
- Use analytical tools to anticipate trend changes
- Maximize Facebook-Reels complementarity with Instagram and TikTok to leverage audiences
ValueYourNetwork's expertise in the influence marketing sector is reflected in hundreds of campaigns carried out in synergy with brands and designers. This know-how, recognized since 2016, guarantees advertisers optimum control of the latest technical and strategic developments. To boost your own video strategy or make the most of Reels, contact us Every day, our team connects ambitious brands with the talents who will make their identity shine on social networks.
The impact of Reels: what it means to transform all videos on Facebook