Meta has introduced an artificial intelligence-powered translation tool that the tech company says could change the way creators engage with audiences around the world.

The AI translations feature, rolled out on Tuesday automatically dubs and lip-syncs Reels into another language, enabling creators to expand their reach beyond linguistic boundaries.

Meta says that the technology goes beyond simply converting words by recreating the sound and tone of the creator’s voice while syncing lip movements to the translated audio.

This gives viewers the impression that creators are actually speaking in the translated language, a move designed to boost authenticity and engagement. Creators retain control of the process, with the option to preview translations before publishing, disable the feature, or remove them at any point.

Meta says that the technology goes beyond simply converting words by recreating the sound and tone of the creator’s voice while syncing lip movements to the translated audio.

“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 says.

The launch builds on Meta’s ongoing push to empower creators worldwide. Nigerian content creators gained eligibility for Facebook monetisation in July 2024 through features such as In-Stream Ads on Facebook and Facebook Ads on Reels. Meta says the in-stream ads require creators to meet specific conditions, including a minimum of 5,000 followers.

Meta: How AI translations works

At launch, the AI translation service supports English-to-Spanish and Spanish-to-English translations, with additional languages expected in the future. It is currently available to Facebook creators with at least 1,000 followers and all public Instagram accounts.

On Facebook, Meta said activating the tool involves a single click: “Translate your voice with Meta AI” before publishing a Reel. Creators can also choose whether to enable lip syncing, review translations in advance, and access insights on how many views come from each translated language.

The company advises that translations work best with “clear, face-to-camera videos, minimal background noise, and no overlapping speech.”

Extra benefits for creators

Beyond automated translations, Facebook creators will also be able to upload as many as 20 dubbed audio tracks to a Reel through the “Closed captions and translations” section of Meta Business Suite. Unlike the AI-driven tool, this option allows for manual translations both before and after publishing.

Instagram head, Adam Mosseri, frames the update as a way to help creators tap into larger global communities. “We believe there are lots of amazing creators out there who have potential audiences who don’t necessarily speak the same language,” Mosseri said.

“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,” he added