Facebook tests new roles and rooms UI, integrated into the Facebook story panel

Facebook may be close to giving Instagram Reels exposure a significant boost by integrating a new one Rinse clips displayed directly in the Facebook app because it wants to combat the constant rise of TikTok.

As you can see in this example, posted by app researcher Alessandro Paluzzi, Facebook is currently testing a new version option for the top of the Feed Stories panel, which gives users the option to view an alternate version of Stories, Instagram Reels clips, or video and audio rooms.

It may help promote Facebook’s new discovery sound rooms, which is now being tested live with selected creators and groups, but it will most importantly increase exposure for Instagram Reels, with Reels content right at the top of the Facebook app, used by 2.85b people per month.

Instagram has of course a billion active users of its own, but many Facebook users are not users of Instagram or TikTok. This could make it an excellent option for Facebook to increase interest in Reels by exposing a series of new audiences to the option, which in turn can increase engagement, and interest in Reels in general.

Facebook has tried everything in its power to make Reels a bigger element in the app, in an effort to stop users from migrating to TikTok instead. It is still working on improving the Reels algorithm to maximize engagement and use, while also developing a new payment program for top Reels creators, similar to Snapchat’s colleague payment offer for the best cuts.

But the real bait out of Facebook’s sleeve is exposure potential and ultimately opportunities to make money. Instagram itself is still larger than TikTok in terms of users (although this may not be the case) for too long), and if it could extend the exposure to Reels to Facebook users as well, it could be an unparalleled and extremely appealing audience for those who want to create a following for their content.

Facebook tested it Reels recommendations in Facebook Watch and user feeds since late last year, but this experiment, which is currently not yet in live testing, would be the biggest step taken on this front so far.

In addition, Facebook is also developing a new option to create roles on Facebook.

Again, both of these options are in the early experimental phase, and it could very well end up not being released.

But it’s interesting to see how Facebook is building Reels, as it is still mapping out ways to ward off competition from TikTok.