Meta Rolls Out The 'Add Yours' Sticker To Reels To Make Reels More Interactive

Source: Meta

Meta announced the rollout of the Add Yours Sticker for Reels across Facebook and Instagram, which originally launched for Stories last November.

With the sticker, users can create a prompt or a topic for their Reels, and other users can respond to it with a Reel of their own. Reels created from the sticker will be displayed on a dedicated page, where users can see the original creator of the sticker and other videos created from the sticker.

Add Yours gives creators a new way to make their Reels content more interactive. It also can help them expand their reach and discoverability since creators will receive attribution for stickers they create. If they create a sticker that goes viral, it can help them get in front of new audiences and grow their following.

The sticker also provides a unique opportunity for brands to run TikTok-style challenge influencer marketing campaigns on Instagram. For example, brands can partner with a large creator to share a sponsored Reel with a related prompt via Add Yours and then have other creators respond to it and encourage others to participate. This would help make the campaign more interactive and encourage user-generated content, allowing brands to benefit from others organically sharing content related to their brand.

Based on the popularity of hashtag challenges on TikTok and the revenue they generate for the platform, Meta launching a native experience to help brands run these types of campaigns seems likely.