Meta Reels sound sync

Is TikTok the ticking crocodile to Mark Zuckerberg’s Captain Hook? We’ll leave you to rest with that mental image. But rather than running away, Meta continues to pile resources into the Reels short-video format that it hopes will fend off its pursuing competitor.

Late last week it announced the latest creative tools for Reels across Instagram and Facebook. On Instagram, Reels can now be up to 90 seconds in length; can include stickers (polls, quizzes, emojis etc) just like those in Instagram Stories; and will let people import their own audio from their phone’s camera rolls. That latter one could be interesting for musicians.

Meanwhile on Facebook, people can now create and schedule Facebook Reels from the desktop-based Creator Studio; create clips from their longer videos to use as Reels; and sync Reels to the beat of music. Alongside this, Reels will be promoted in more places across Facebook.

TikTok is still ticking in its chase of Instagram and Facebook, but unlike the cowardly pirate of Disney’s ‘Peter Pan’, Meta seems up for the fight.

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