PostEaseThe short answer
Use Facebook Reels to reach people who do not follow your Page, and images and albums to reach the people who do. Meta’s Reels system recommends reels from accounts a viewer follows, reels like ones they engaged with, and accounts like the ones they follow, and it predicts how long a viewer will watch, whether they will watch to completion and whether they will skip. A short reel people finish is what it rewards.
Among a Page’s own followers, Reels reach few. In Socialinsider’s 2026 study of brand pages, Facebook Reels reached about 0.55% of a Page’s followers per post, against 1.20% for images and 1.15% for albums. In Buffer’s 2026 engagement report, images also earned the most engagement on Facebook (5.20% of reach) with video close behind (4.84%). Reels are a way to find new people, not to reach your existing audience.
What Facebook Reels predict
From Meta’s system card for Facebook Reels, in its own terms:
| Prediction | What it means for your reel |
|---|---|
| How long you will watch | Cut every second that does not move the reel along |
| Whether you will watch to completion | Put the payoff where viewers can see it coming |
| Whether you will watch rather than skip | Open on the most interesting frame, not a logo |
| Whether you will ask to see less, or hide it | Avoid bait, reposts and anything off-topic |
Reels against other Facebook formats
Two 2026 studies measured Facebook formats from different angles: Socialinsider by reach among a Page’s followers, Buffer by engagement among the people reached.
| Format | Reach among followers (Socialinsider) | Engagement by reach (Buffer) |
|---|---|---|
| Images | 1.20% | 5.20% |
| Albums | 1.15% | Not reported |
| Text posts | 0.80% | 4.76% |
| Reels and video | 0.55% (Reels) | 4.84% (video) |
| Links | 0.20% | 4.43% |
Length limits
Meta’s Reels publishing guide allows reels of 3 to 90 seconds through its API, and 60 seconds when posted as a Page story, at 9:16 and 1080 × 1920. Within that range, shorter usually wins, because completion is one of the things Reels predict.
What to post as Reels
Reels that travel on Facebook tend to be:
- Quick how-tos with a visible result.
- Before and afters, with the after at the end.
- Behind the scenes of the business, filmed as it happens.
- A short story with a turn, told by a real person.
- Local moments people want to share with neighbours.
Sharing Reels from Instagram
Many Pages share Instagram Reels to Facebook automatically. It costs nothing and is worth doing, but judge the Facebook copy on Facebook’s own numbers, and do not count on it to reach your Facebook followers, given Socialinsider’s 0.55% figure. Keep posting images and albums for the followers you already have.
A Facebook plan that uses both
A workable week for a Page: two image or album posts for your followers (photos of the work, a customer result, news), one Reel aimed at new people, and replies to every comment. Look at Reels by reach from non-followers and watch time; look at image posts by reach among followers and comments. Each format has a different job, so judge each on its own.
Questions
Do Facebook Reels get more reach than posts?
They can reach people beyond your Page, but among your own followers they reached least in Socialinsider’s 2026 data: about 0.55% of followers, against 1.20% for images.
How long can a Facebook Reel be?
3 to 90 seconds through Meta’s Reels publishing API, and 60 seconds as a Page story.
What does Facebook rank Reels on?
Meta says Reels predict how long you will watch, whether you will finish, whether you will skip, and whether you will ask to see less or hide a reel.
Should I share Instagram Reels to Facebook?
Yes, it costs nothing, but judge them on Facebook’s numbers and keep posting images for your Facebook followers.
Sources
- Meta, Facebook Reels AI system, June 2026.
- Socialinsider, Social media reach has a 14% YoY decrease on Instagram, September 2026.
- Buffer, The state of social media engagement in 2026, March 2026.
- Meta, Reels publishing, Video API, checked October 2026.