Meta is introducing a new AI-based translation tool for creators on Instagram and Facebook. It uses artificial intelligence to automatically dub videos in other languages while maintaining lip sync. With voice cloning now possible, videos will preserve the creator’s tone and delivery.

At the moment, you can translate Reels from English to Spanish or vice versa. The tool can be enabled by selecting the Translate voices with Meta AI toggle on the menu that appears before you publish a Reel on Instagram and Facebook. Meta also gives you the option to add lip-syncing to your dubbed video and review it before publishing.

AI translations are available to Facebook creators with 1,000 or more followers and all public Instagram accounts globally, where Meta AI is available.

Before publishing a Reel, creators can view translations and lip syncs. There is also the option to toggle off either option. Viewers watching the translated Reel will see a notice at the bottom that makes it clear that the content was translated with Meta AI. Those who don’t want to see translated Reels in select languages can disable this in the settings menu.

A bigger question: How do you find out whether your content in translated languages is bringing in views? Creators can now access a new metric in the Insights panel, where they can see views by language.

Meta recommends that creators who want to use the feature speak clearly and avoid covering their mouths when recording. The feature supports two speakers, and they should not talk over each other for the translation to be effective.

“Over time, we are going to add more and more languages. We believe there are lots of amazing creatives out there who have potential audiences who don’t necessarily speak the same language. And if we can help you reach those audiences who speak other languages, reach across cultural and linguistic barriers, we can help you grow your following and get more value out of Instagram and the platform,” said Adam Mosseri, head of Instagram.

Recently, Meta CEO Mark Zuckerberg said during the company’s Q2 earnings call: “AI is significantly improving our ability to show people content that they’re going to find interesting and useful. Advancements in our recommendation systems have improved quality so much that it has led to a 5 per cent increase in time spent on Facebook and 6 per cent on Instagram just this quarter.”

Meta AI translations are currently available for creators who are located in countries where Meta AI is available (excluding the European Union, the UK, South Korea, Brazil, Australia, Nigeria, Turkey, South Africa, and Texas and Illinois in the US).