Meta’s new AI tool lets you watch Reels in any language without subtitles
The update helps creators connect with audiences across languages, breaking one of the biggest barriers on social media.
Imagine you’re scrolling through Instagram late at night and stumble on a hilarious Reel from Brazil. The visuals crack you up, but the audio’s in Portuguese. So, what if you could play that same Reel in English using the creator’s own voice?
That’s the idea behind Meta’s new AI translation tools for Reels, now available in English, Spanish, Hindi, and Portuguese, with more languages on the way. While translation on social media isn’t exactly new, Meta’s approach works differently.
Instead of simply adding captions, its AI mimics the creator’s voice and syncs it with their lip movements. The result feels more natural and less like a subtitled clip. Meta says the goal is to make Reels feel global by removing language barriers. And as creator Roberto Nickson put it, “What was previously prohibitively expensive and reserved for only the top 1% of creators is now widely available for all.”
For creators in markets like Nigeria (164.3 million users), Brazil (172 million), and India (550 million), Meta’s largest combined audience of roughly 886 million people, this shift could be meaningful. A comedian, chef, or dancer can now reach audiences who don’t share their language without paying for dubbing or translation.
And since the tool is free for Facebook creators with at least 1,000 followers and for all public Instagram accounts in supported countries, the barrier to entry is almost gone.
That accessibility might also give Reels a new kind of reach. The format is already Meta’s fastest-growing product, and language has long been one of its biggest limitations. Native-sounding translations could help more creators gain visibility beyond their home markets while keeping viewers engaged for longer across regions.
Ogbonda Chivumnovu
Meta adds that each translated Reel will display a “Translated with Meta AI” label, and you'll be able to turn translations on or off in settings. That level of control and transparency will matter as AI-generated voices become harder to tell apart from real ones.
The bigger question is whether AI can truly carry meaning across languages. Humor, tone, and cultural nuance often get lost in translation, and it’s unclear how well Meta’s system can adapt to those subtleties. The company seems confident that broader access will matter more than perfection, but creators and audiences will decide whether these tools enhance or flatten storytelling.
If it does work, it means a Nigerian rapper might trend in Mexico, or a Brazilian cooking tutorial could find fans in India. For creators, that means new audiences. For viewers, it could be the moment language finally stops being a wall online.
Emmanuel Umahi
