Facebook is now allowing users to post Reels from third-party apps, Meta announced on Tuesday. The social media company is launching a "Sharing to Reels" integration that will let developers make it easy for people to share video from their apps directly to Facebook.

"Once installed, third-party apps will feature a Reels button, allowing users to share short videos, then customise using Reels editing features such as audio, text, effects, captions and stickers", said John McCarthy, product management director at Meta in the blog post. "The step of downloading one's video content and uploading it afterwards is now obsolete as they can create and share video with just one touch of a button."

According to Meta, as part of the release several partners have already integrated the "Sharing to Reels" button in their apps, like Smule, Vita and VivaVideo. Developers interested in incorporating the button into their apps can learn more about that on Meta's developer website.

According to the company, it will enable users to share themselves with new audiences on Facebook, as the feature belongs to its "Sharing to Stories" feature, which has allowed developers to activate their users' ability to share contents directly to Facebook Stories right from third-party apps.

The announcement comes as Facebook just rolled out Reels to all of its users worldwide after making the public debut in the United States in September. Along with the global rollout, Facebook also announced more creative tools and new ways creators will be able to make money off of their Reels through advertising and, soon, Stars.

While Reels initially was pitched as a way to compete directly with TikTok with a feature inside the Instagram app, Meta also brought them to Facebook shortly after. The company boasted during its Q4 2021 earnings that Reels is now its "fastest-growing content format by far." The company also said Reels was the biggest contributor to growth on Instagram and "growing very quickly" on Facebook, too.

Meta has been among the most important product investments by creating public discourse over the threat that TikTok presents. Meta CEO Mark Zuckerberg has described TikTok as a significant competitor that is growing "at a pretty fast rate off of a really, really large base." It has become clear that Meta sees the new integration with third-party applications as a catalyst for further expanding the utilization and penetration of Facebook Reels, keeping pace with, and possibly surpassing, TikTok.