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(Formerly Facebook) today announced the launch of its new feature The Rails to another 175 countries including Israel. This is actually the video format developed by the company and is the equivalent of Tiktok, which has gained immense popularity in the country.
The new video upload format, which has been available in recent months on Instagram and for Facebook users in North and Central America, is now also available on the world’s largest social network, Facebook. And allows you to create and post videos in the feed, groups and Facebook video tab. The feature will be available for use on Android and iOS devices.
The resemblance between Hills and Tiktok is not accidental, Hills is actually Facebook’s main way in the war against the growing popularity of Tiktok, which has managed to steal from Facebook a high percentage of social media users. Mark Zuckerberg, CEO and founder of Meta, sees Brills as having high success potential in the war on the user base, and he even noted in a recent investor talk that he is aware of Tiktok’s power and that he aims for Reels to be the company’s answer in the war against it.
“It’s clear to us that people will consume more and more short videos in the future, and Reels is our fastest growing content format by a large margin. It is already the most significant contributor to the growth of Instagram user engagement and is growing very fast on Facebook,” Zuckerberg said earlier this month. Cheryl Sandberg, Zuckerberg’s VP of operations and right-hand man, admitted that Riles generates less revenue compared to the feed and stories, “but we expect it to get better over time. We have already made successful transitions in the past – from the web to mobile, and then from the feed to stories. “
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