Meta has introduced a new artificial intelligence-powered translation tool designed to help content creators reach wider audiences across Facebook and Instagram.
The company announced the rollout on Tuesday, confirming that the tool automatically dubs and lip-syncs video Reels into another language.
According to Meta, the system not only translates words but also mimics the creator’s original voice and synchronises lip movements with the translated audio.
“This makes it appear as though the creator is actually speaking the translated language,” Meta explained in a statement.
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Creators will also have control over the process, with options to enable or disable the feature, preview translations before publishing, and remove them at any time.
“With Meta AI translations, you can speak to viewers in their own language, opening up your content to new audiences that may not have found it accessible before,” the company added.
At launch, the service supports English-to-Spanish and Spanish-to-English translations, with plans to expand into more languages in the future.
Eligibility for the tool currently includes Facebook creators with at least 1,000 followers and all public Instagram accounts.
Meta said Facebook users can activate the tool by selecting “Translate your voice with Meta AI” before publishing a Reel.
The feature also offers a preview option, allowing creators to check lip syncing and translation accuracy before posting content.
Viewers will automatically see Reels in their preferred language, and creators will gain access to analytics showing how many views were generated per language.
Meta advised creators that the feature performs best with face-to-camera videos, clear audio, and minimal background noise or overlapping speech.
In addition, creators can upload up to 20 dubbed audio tracks through the “Closed captions and translations” section in Meta Business Suite, giving them more flexibility beyond the AI feature.
Instagram head Adam Mosseri said: “We believe there are lots of amazing creators out there who have potential audiences who don’t necessarily speak the same language. If we can help you reach across cultural and linguistic barriers, we can help you grow your following.”
Nigerian creators became eligible for Facebook monetisation in July 2024, with features such as In-Stream Ads and Ads on Reels requiring creators to meet set eligibility criteria.
