Reels are by far the most engaging content on both Facebook and Instagram– engaging, entertaining, informative, and made to leave a lasting impact. While they may look similar (and even identical), there are key differences between Facebook and Instagram Reels that publishers need to understand before creating and publishing videos on these platforms. 

Despite what most people think, Reels on Facebook and Instagram are not the same. It’s a bit confusing, especially when you see Instagram Reels crossing over to Facebook on your feed! However, each platform has its own video criteria, popular audience, and even purpose for the Reels they publish. Let’s get into it to see which option might be better for your brand. 

Why choose between Facebook or Instagram Reels? 

First, why would you need to choose between Facebook vs. Instagram Reels? Can’t you do both? Sure. A lot of publishers do. However, not all can or want to, and here are a few reasons why:

• Time. It takes a significant amount of time to create, curate, and engage with each audience across various platforms. Despite Meta owning both spaces, Facebook and Instagram are different enough that some content cannot be repurposed successfully on the other. Some publishers lack the bandwidth, resources, or interest in fully establishing a presence on every platform.
• Cross-sharing limitations. Sure, you could share an Instagram video to Facebook at the same time you post to Instagram, but you can’t do it the other way around. You 
• Engagement issues. Even though you can cross-share the same video on multiple Meta platforms, each account still keeps track of its own analytics, so you have to check. Engagement metrics (even when someone watches your Instagram video on Facebook) do not transfer over. They are counted separately on each platform. This also applies to comments – Facebook users cannot comment on your Instagram reel unless they are on Instagram’s platform. 

Facebook Reels vs Instagram Reels 

Instagram and Facebook share some minor and major differences when it comes to their Reels. To the average user, these differences may not matter, but for publishers, this information is crucial reaching your audience on each platform. 

Appearance and length

Both platforms feature a vertical, full-screen setup, but Facebook still has a maximum length of 90 seconds, while the cap for an Instagram Reels length is three minutes as of January 2025. There are minor differences in the filters available within the app, but both platforms offer key tools for creating high-quality Reels. 

Platform reach

Facebook will identify when a Reel originated on Instagram when it’s posted on Facebook with a watermark. What does this mean? It means that Facebook is watching. It’s tracking where you made the video and will prioritize Reels made and posted directly to the platform before shared Reels from Instagram. It could affect your visibility or even disqualify you from certain monetization incentives, so be careful.  

Audience Selection

This is where it’s essential to pay attention. Facebook Reels will allow publishers to choose who can see their content, effectively allowing you to tailor each video to a specific audience. Options include family & friends, the public, or particular groups. You can’t use this feature when sharing a video from Instagram to Facebook. Instagram Reels do not offer audience targeting options; instead, audience targeting is available only through paid promotions. You can set audience restrictions, but the process is a bit different. 

Different demographics

When examining audiences that are more popular on each platform, your Instagram audience tends to be younger and more trend-focused. These Reels are designed for savvy audiences, including creators and viral accounts. Facebook’s audience is going to be broader and tends to have a more mature demographic. It’s essential to keep this in mind when creating Reels, and it might deter you from posting certain videos on both platforms. 

Reel purpose

On a deeper level, the primary purpose of Facebook Reels differs from that of Instagram Reels. Facebook Reels focus more on gaining a wider reach among the platform’s massive user base. It remains the largest platform in the world, with over $3B users. Instagram Reels, on the other hand, are more focused on increasing discoverability and audience growth. Instagrammers love new things and are constantly searching for more of the things they love. 

User experience 

Where the Reels are promoted on the two platforms makes a big difference depending on your goals. Instagram promotes Reels through the Reels tab and Explore tab, while Facebook integrates videos (including cross-posted Instagram Reels) through the Feed & Watch tab. 

Should you choose a platform? 

Most social media apps want you to post directly on their platforms; they just do. They want you to create and post on their platform, and they reward you with better engagement and reach for it. That being said, it’s not a make-or-break situation. Many publishers successfully cross-post Instagram Reels to Facebook, adjusting tags and captions to cater to the different audiences. 

If you are already posting Facebook Reels and Instagram Reels without any problems, there’s no reason you can’t continue to do that. It means it’s working for your brand. Knowing the difference between each platform and how to succeed is the most crucial part. Not overextending your team is the other half; do what is best for your brand overall.