Facebook Reels AI system

UPDATED MAR 12, 2025

The content you see on your Facebook Reels is selected, ranked and delivered to you by an artificial intelligence (AI) system. Within one AI system, multiple machine learning models work together to deliver your experience. These models and their input signals are dynamic and they change frequently as the system learns and improves over time.

Overview of Facebook Reels

When you view and interact with Facebook, one of the underlying AI system delivers reels (short-form video content). This is content you may be interested in from creators you may not follow. It might also be cross-app recommended content from Instagram.

How Facebook Reels works

The AI system behind Facebook Reels automatically determines which reels are delivered to you, and in what order, by predicting what you’re most likely to be interested in or engage with. These predictions are based on a variety of factors, including what and whom you’ve followed, liked or engaged with recently. Here’s how it works:

Gather inventory
First, the system collects all potential reels you may be interested in. This content could include reels from people or accounts you follow, or reels that are similar to those you’ve recently engaged with. The system may also include reels from people or accounts that are similar to those you’ve followed or engaged with.
Leverage signals
Next, the AI system considers a variety of input signals about each reel. These signals might include the length of the reel, similarity to other reels and how much the reel matches the content you tend to interact with. A lightweight model is run to select approximately 10-100 of the most relevant reels for you. The system also applies certain integrity processes to help reduce the distribution of problematic content.
Make predictions
From there, the AI system uses models that help it make predictions about content you’ll find most relevant and valuable.
Rank reels by score
Finally, the system calculates a relevance score for each reel and puts them in order by this score. Reels that the system predicts will provide more value for you are shown higher in your Feed.

How to customize what you see

Your experience on Facebook Reels is personalized based on your activity, and you have options to control or customize what you see. Below, we describe how to do this with different in-product features. Options shown here may not be available to everyone.

Hide a reel

You can hide a single reel you don’t want to see. This action helps the system show you fewer similar reels. When the Reels section shows up in your Feed, you can also click the three-dot overflow menu to hide reels.

Save

You can save a reel to your own collection or to a collaborative collection in a chat with friends. This can help the system show you similar content.

You can share a reel by adding it to your story or by sending it to someone via Messenger, text, WhatsApp or other apps. This can help the system show you similar content.

Report a reel

If you see content in a reel you believe goes against our Community Standards, you can report it.

Discover non-personalized reels

To discover Facebook reels that are not personalized specifically to you, use the search feature in the Feeds tab. By doing so, your search results will be based on the search term you enter. Learn more.

How the AI delivers content to you

Recommender One

Recommender Two

How likely user will click a reel in your Feed to view it in full screen