As advertisers struggle with Reels, Meta tries to ease them into the format, including, sources say, by encouraging them to test their ads on TikTok first (Bloomberg)

Bloomberg:
As advertisers struggle with Reels, Meta tries to ease them into the format, including, sources say, by encouraging them to test their ads on TikTok first  —  Reels — the short videos that Facebook and Instagram are pushing — are getting more popular, parent company Meta Platforms Inc. says.