TikTok is launching a new sharing feature that allows TikTok Stories to be published on competing social networks like Facebook and Instagram. The move may increase exposure for TikTok content on Meta Platforms media as the social giant has been taking steps to downgrade recirculated TikTok videos in Reels. Meta recently advised creators it is prioritizing original Reels content on Facebook and Instagram that are programmed to flag third-party watermarks. Piloting since last year, TikTok’s reposting feature recently began rolling out more broadly to TikTok users.

The sharing is facilitated by a new interface for TikTok Stories. Traditionally, users have shared TikTok Stories with friends on the platform by tapping a profile picture accessed via a three-dot Story menu. “Now, this sharing option will include a row of popular social apps, as well as an option to copy a link to the video,” writes TechCrunch, explaining that “the new row includes quick-tap options to share to Reddit, Facebook, Instagram and Instagram Stories (as opposed to the Instagram Feed).”

To clarify, the new feature is just for TikTok Stories, not TikTok videos, and does not allow cross-posting to Instagram Reels or Facebook Reels. As on other social platforms, TikTok Stories can be either static images or videos.

“In other words, unless TikTok creators are already cross-posting their TikTok videos to their TikTok Stories, it’s not a backdoor way to share TikToks to other Facebook or Instagram surfaces outside of Reels,” TechCrunch says, noting the new feature “could be a way for a creator who primarily publishes to TikTok to reach followers who more often use other popular social networking apps, with little additional effort.”

The move comes as YouTube Shorts, a TikTok competitor, is adding a new watermarking feature that will live on all original YouTube Shorts videos no matter where they are cross-posted. According to TechCrunch, a YouTube community manager wrote about the update: “If you’re a creator who downloads your Shorts from YouTube Studio to share across other platforms, you’ll now find a watermark added to your downloaded content.”

The watermarking is being introduced on desktop, and will expand to mobile in the coming months. “When creators use a company’s technology to make a video, the platform wants to be credited as the source,” TechCrunch notes, writing “TikTok has functioned the same way for years, placing its recognizable red and blue watermark on any video downloaded from the app.”

Meanwhile, Meta has unveiled a way to make it easier for creators to reach a larger audience with Reels. “In addition to a new way to create Reels using previously shared Stories, Instagram users can now cross-post Reels to Facebook,” writes 9to5Mac, adding that “users can even take advantage of the monetization programs offered by both platforms.” The Reels feature became globally available on Facebook earlier this year.