A quiet platform update that reshaped how brands should think about video, visibility, and real audience impact.
For years, video on Facebook came with a decision before the creative process even began. Is this a Reel or a regular video? Should it be vertical or horizontal? Short or long? Those questions often shaped content before the story itself did.
In September 2025, Facebook quietly removed that decision. There are no traditional videos on Facebook anymore. Everything is now a Reel, living inside one unified experience.
When Formats Disappear, Attention Becomes the Focus
This change might sound technical, but it reflects a deeper truth about how people consume content today. Audiences don’t experience formats. They experience moments in their feed. A few seconds that either feel relevant or instantly forgettable.
By turning all videos into Reels, Facebook is no longer rewarding content for fitting into a category. It is rewarding content that earns attention. The first seconds matter more. Clarity matters more. Purpose matters more.
A New Reality for Brand Discovery
With every video now treated as a Reel, discovery is no longer limited to existing followers. Brand content becomes part of Facebook’s recommendation system, opening the door to organic reach beyond a page’s immediate audience.
This is a real opportunity for brands that invest in storytelling. But it also exposes weak content quickly.
Videos created just to maintain presence struggle to survive in a feed designed for discovery.
From Reach to Viewers: A More Honest Metric
Alongside the video update, Facebook replaced the term reach with viewers. Instead of counting how many times content appeared, the platform now focuses on how many unique people actually saw it.
It’s a subtle shift in language, but an important one. It moves performance evaluation closer to real human impact. At Clue Group, this has always been the lens we use to assess success.
Why This Update Raises the Bar
By simplifying video formats, Facebook didn’t make content easier. It made quality more visible. When everything lives in the same space, storytelling becomes the differentiator.
Strong openings, visual clarity, pacing, and intention are no longer optional. Video now has to justify its place in someone’s feed.
What Brands Should Take Away
Facebook’s September 2025 update is a reminder that platforms will continue to evolve, but audience expectations remain high. People want content that feels relevant, human, and worth their time.
There may be no videos on Facebook anymore, but there is more opportunity than ever for brands that know how to communicate clearly and creatively.
Work With Us
Wondering how this update affects your brand’s content strategy? At Clue Group, we help brands adapt, evolve, and stay visible through strategic content, social media, and performance-driven storytelling.
We turn platform changes into growth opportunities by building video-first strategies designed for real people, not just algorithms.