The social media company announced on Thursday that creators can now earn money from videos as short as one minute, including marginal interruptions from ads running at 30 seconds. Facebook intends to explore the in-stream ad formats to increase engagement “through rewards or product interaction.”

The success of rival social media platform TikTok has demonstrated the increasing importance of short-form video, and Facebook debuted its own TikTok-like product, Reels, last August. This latest announcement shows a continued escalation of the rivalry between the two. With the introduction of in-stream ads on Instagram in April 2016, the format has now expanded to include “pre, mid, post-roll and image ads” and livestream specific formats.

Facebook will also begin testing the ability for content creators to monetise Facebook Story features with ads in the coming weeks. These features will include stickers and creators will receive a portion of revenue. As a result, eligibility criteria will be updated so to qualify for this monetisation a user must have 600,000 total minutes viewed and a minimum of five active video uploads.