How to Upload Facebook Reels

Facebook Reels reaches a different audience than TikTok or Instagram. Here's how to upload Reels to Facebook and why it's worth including in your distribution strategy.

4 min read

Facebook Reels often gets overlooked by creators focused on TikTok and Instagram. That's a mistake. Facebook still has nearly 3 billion users, and its Reels feature reaches demographics that don't use other short-form video apps—particularly the 30+ audience.

Reels Requirements

Duration: No length limit (under 90 seconds recommended for best engagement)
Aspect ratio: 9:16 vertical
Resolution: 1080x1920 recommended
Format: MP4

Third-party scheduling tools using Meta's API may have a 90-second limit for Reels uploads. For longer videos, upload directly through the Facebook app or Creator Studio.

Uploading from Mobile

  1. Open the Facebook app
  2. Tap the Reels tab or tap Create and select Reel
  3. Tap the gallery icon to upload an existing video
  4. Add music, effects, or text if desired
  5. Write your description
  6. Tap Share to Reels

Uploading from Desktop

For desktop uploads, use Meta Creator Studio:

  1. Go to business.facebook.com/creatorstudio
  2. Select your Facebook Page
  3. Click Create Post then Reel
  4. Upload your video file
  5. Add description and configure settings
  6. Publish or schedule
Creator Studio also lets you schedule Facebook Reels for later—useful if you're batching content.

Ready to save hours on video uploads?

ShortSync lets you upload once and publish to TikTok, YouTube Shorts, Instagram Reels, and Facebook Reels simultaneously.

Upload to Facebook with ShortSync

Want to automate your video distribution?

Upload to Facebook with ShortSync

Optimizing for Facebook

Facebook's audience behaves differently than TikTok's. Longer, more descriptive captions often perform better. The algorithm also favors content that generates shares and comments, so ask questions or create content people want to tag friends in.

Best posting times for Facebook tend to be mid-day (1-3 PM) on weekdays, though this varies by audience. Check your Page Insights for your specific followers' active hours.

Cross-Posting to Instagram

Since Meta owns both Facebook and Instagram, you can enable automatic cross-posting between them. When you post a Reel to Facebook, you can choose to also share it to Instagram Reels (and vice versa). This saves time but means you can't customize captions for each platform.

For more control, upload separately to each platform with customized captions. Tools like ShortSync let you upload once and customize for both platforms before posting.

For cross-posting to all platforms, see our cross-posting guide.