Facebook has officially announced that every video you upload will now be a Reel. Not just short clips. Not just vertical ones. Every single video.

Over the next few months, the distinction between “video” and “Reel” will vanish entirely; though these new Reels won’t have length or format restrictions. This move screams “TikTok competition.” While Facebook removes all restrictions on Reels length, TikTok recently expanded their videos to 60 minutes. We’re witnessing a fascinating arms race where platforms are simultaneously trying to own short-form content while expanding into longer formats.

For creators and brands, this shift brings both opportunity and confusion. On one hand, there’s no longer a need to decide whether your content is “Reel-worthy.” Everything feeds into the same algorithmic lottery system that could potentially reach Facebook’s massive audience. On the other hand, your content is now competing in a much larger pool.

From Facebook’s perspective, this move is algorithmic gold. By funneling all video content into the Reels feed, it creates a massive training dataset for their recommendation systems. Every interaction, every scroll, every pause becomes data that helps them better understand what keeps users engaged.

This consolidated approach also makes it easier for Facebook to compete with TikTok’s recommendation algorithm, which has been praised for its ability to surface engaging content. More content in one feed means more opportunities to find the perfect video for each user at the exact right moment.

You can read more here.