e.

Commercial Content: Product/service/event showcased +

commercial language, point of sale information, or a call to action for
the user to acquire the item/service on display. Includes self-identified
ad content through mention of ad in the caption. (Ignore: non-
incidental pricing information) Point of sale information includes:
Phone number, WhatsApp #f, Line ID, Kik, WeChat ID, QR codes,
Direct message for a transaction, Email address, Website link directly to
the sale or download page (any link that is not the base domain
name) Call to action includes: Language about sale promotions,
discount advertisement, coupons, or discount codes displayed,
Order now; Get yours today; Limited Time Offer; Available now or until;
Shop Now; Buy Now; Purchase Now; Available At or On; Find it at; More
at; Check out this store; Supplies Limited; Limited Quantities
Available/Remaining; Restocked; Last chance; Hurry Ends Tonight;
By Appointment; For booking here; Make a reservation here; Download
here; Free delivery

1
i. Ex: 1 I 2 I 3 1 4 1 5 1
f. Dancing: Poster is primarily dancing in Reels; recreational
dancing such as dancing while getting ready or driving; informational,
promotional, comedic, or dance enthusiast related content; competitive
dance related content; and dancing clips from tv shows/movies.
g. Everyday life: The poster is showing a slice of their everyday life
such as daily mundane activities; sample content includes chores,
driving, taking care of kids etc.
i. Ex: 1 I 2 I 3 1 4 1 5 1 6 1 7
h. Fandom - content that glorifies a person, character, or group
such as super heroes, actors, world leaders, or clips from movies and/or
tv shows, famous performers
i. Food & Drink: Videos that pertain to food and drinks, whether it is
about cooking, eating, tutorials or restaurants. Additional examples
may include, groceries and street food; clips from food shows,
magazines or chefs; cooking recipes, tips, kitchen accessories and or
promotions; eating and diet advice; and food industry policy, innovation,
farming and manufacturing (e.g., GMO, composting).
j. Gaming - content pertaining to games and toys for children and
adults. Games may extend to video games, board and card games, e-
sports, school and playground games (ie tag or hide and seek),
puzzles and trivia, toys, recreational games such as laser tag and
paintball, and escape rooms.
k. Home & Garden: Content about home buying, renovating,
management, and living. Including gardens and outdoor spaces.
Includes: Real estate (home buying/selling/renting including for sale/rent
ads), DIY for home entertaining (e.g., decor and tips), Interior design
and decor, Landscape and garden design, Home, patio and garden
furniture, Home appliances / technology, Household management (e.g.,
life hacks, cleaning, security, utilities), Sustainable living, and Gardening
tips.
i.Excludes: Recipes and games for entertaining (code as 'Food & Drink'
and 'Gaming' respectively)
ii.Ex: 1 I 2 I 3 1 4 1 5
I. Life Hacks: Day-to-day life improvements or suggestions such as how to
open wine without a bottle opener. Life hacks involve quick
interesting/may novel tricks to solve everyday problems, like using
something (tools or even non-tools originally) to solve issues in an
unexpected/unusual way. Life Hacks are often less time intensive than a
tutorial.
i. Ex:1191214IF ,
m. Lip Syncing: The poster shares a lip-syncing performance. Can
be either a lip-syncing performance of either a pre-recorded singing
OR spoken word audio.
n. Music: The poster shares a performance of themselves actually
singing, playing a song, creating music, sharing and listening to music;
reviewing songs/albums; news about musicians, bands and the music
industry; musical theater; instruments and musical equipment; and
music competitions. NOTirReels conarininglrst background
music'Vvould NOT be considered Music under this label.
o. Oddly satisfying: Clips that are aesthetically pleasing
based on symmetry, visual and auditory elements which include
anything from a perfectly cut cake, a square tile fitting into a square
space perfectly, dominoes being stacked and knocked over, bright
colors. ASMR content and so forth. Most videos that are 'oddly
satisfying' will pertain to at least one other category. The purpose is to
amaze the audience.

i. Ex: I 161415
p. Outdoors / Nature: Related to nature or the outdoors in the
form of outdoor beautiful destinations and (national parks, beaches,
etc.); outdoor activities such as hiking, camping and campfires; and
outdoor sports such as zip-lining or back country skiing.
q. Politics: Content focused on politicians, political organizations,
lobbying groups, voting, and other civic topics
r. Product Review: Reels is focused on a review of a product or
object.
s. Relationships, Friends & Family: Content about all types of
relationships, including romantic, family, friendships, and professional
relationships. Includes all relationships, regardless of the gender,
identity, and sexual orientation of those involved. Includes: Dating /
relationship advice, Sex & Intimacy, Wedding stories, engagements,
marriage, Family hardships (e.g., child custody, incarcerated family
member, losing a parent), Relationship struggles (e.g., divorce),
Genealogy, Professional relationships (e.g., boss, mentor), Friendships
(e.g., childhood friendships, adult friendships), Family relationships (e.g.,
siblings, aunts, grandparents, adult children)

i. Ex:11 2 1 1 1 4 1 5
t. Religion & Spirituality: Reels about religion, religious institutions,
and spiritual beliefs. Includes the quest for an ultimate/sacred meaning,
religious experience, or an encounter with one's own "inner
dimension". Includes: spiritual gurus, priests, rabbis, faith, astrology (e.g.,
horoscopes), meditation and yoga only when focused on spiritual aspect
(Yoga may also be 'Sports & Fitness'), religious teachings (e.g.,
Christianity, Scientology, Islam), atheism and agnosticism, religious
discrimination, and cults
u. Science & Education - informational and newsworthy content
such as how long you should wash your hands for, how-to properly
sneeze or social distance
v. Sharing an event: The poster shares a life event, celebration, or special
event in a photo or video clip montage or real-time; can pertain to
national, religious or commercial holidays (i.e., Earth Day, Carnival, Diwali,
Halloween) as well as parties for personal accomplishments/events (e.g.,
going away party, back to school party, graduation, engagement, baby
showers). This also includes celebrations for major events (e.g., Super
Bowl party, Oscars party)
i . Ex: 1'213141516
w. Social Interests: Content focused on social issues and health/medical -
related topics (Birth control, euthanasia, vaccinations). Includes: calls to
action (e.g., Go vote to support gun rights!), initiatives and solutions
addressing social issue, opinions and commentary on social issues or
possible solutions (also tag as 'Topical Monologue'), factual reporting on
a social issue, policies or a politician's stance on a social issue (also tag
'Politics'), individual crimes or acts of hate that connect to an issue of
broad public debate. Includes posts around these general themes:
Activism, Community Organization, Debate, Petitions, and Protesting. See
full definition in Appendix below
i. Posts about these common topics should be marked:
1.Animal Welfare: Animal rights, animal testing, wildlife protection
2.Civil Rights: Affirmative action, quotas, indigenous / tribal rights
3.Corruption: Bribes, cronyism, ethics
4.Criminal Justice: Crime trends, policing, court system, prisons
5.Discrimination: Based on race, gender, sect, caste, sexuality, religion,
political affiliation
6.Education: Literacy, student loans, compensation for teachers
7.Environment: Climate change, pollution, public lands
8.Immigration: Citizenship, refugees, work visas
9.Infrastructure & Development: Public transit, housing, roads, clean
water
10.Guns: Gun control, gun rights, mass shootings, school shootings
11.Human Rights: Personal freedoms (speech, religion, assembly),
slavery, equality
12.Poverty: Income inequality, homelessness, hunger, social security,
welfare
13.Public Health: Access & cost of healthcare, vaccination, abortion,
drugs, obesity, GMOs
14. Technology: Privacy, digital literacy, misinformation
15.Violence: Domestic violence, mob violence, sexual harassment, hate
crimes, terrorism, war
16.Work & Labor: Unemployment, worker's rights, unions, gender
inequality, parental leave
x. Sports & Fitness: Showcasing sports and or fitness routine in action,
including sports broadcasts
y. Trick Stunts: Poster is sharing a magic trick, unique stunt, etc.
 z. Topical Monologue: The poster expresses their opinion on a specific
topic
aa. Travel: Popular landmarks, travel destinations, travel tips such as
packing videos, planning or travel services, vacation ideas or dream
destination, recreational activities pertaining to travel such as visit
adventure activity (i.e., scuba diving, amusement parks, food tours), hotel
amenities (room tours, spa services, etc.)
bb. Tutorial: DIY, demonstration, or instructional type videos for the viewing
audience. The poster has intent teach his/her audience a skill or explain
how to do something. May contain commentary on the step by step, but
is not required
cc. TV & Movies: Content related to TV shows, movies, or streaming series,
but excluding news and sports broadcasts. This label does not include
other types of video production that aren't related to TV or to movies.
Includes: Clips and content from TV shows and movies (except news or
sports broadcasts), Content and opinions about TV shows and movies
(including news and sports broadcast), Actors/anchors/hosts (including
News and Sports show anchors), Game shows, "Sports entertainment" TV
programs, such as WWE or American Ninja Warrior (double-coded as
Sports & Fitness), Late night TV shows and talk shows (e.g. The Daily
Show, Jimmy Kimmel Live, the Ellen DeGeneres Show), Streaming TV
shows, movies, and companies (e.g. Netflix, Hulu), and Trailers. Does NOT
include Sports broadcasts and content from sports-related news
shows (but TV & Movies does include "sports entertainment" programs
or sports dramas), YouTube videos, Facebook live videos, blogs, etc.
(unless the content of those videos is a produced web series or

is specifically about a TV show or movie), General videos not

produced for TV or movies (e.g., fail videos, live streams, home videos,
etc.), and Music videos.
i. Ex: 1'2131415
dd. Vehicles & Transportation: Content related primarily to vehicles and
means that people use to transport themselves from one point to
another. Includes: cars, planes, trains, boats, sport vehicles (e.g., ATVs),
bikes and scooters, driverless cars, transportation infrastructure (e.g.,
roads, highways, bridges, tunnels), transportation hubs (e.g., airports,
train stations), road traffic, and vehicle accidents (e.g., car accidents and
plane crashes).
i. Excludes: Car/boat/plane racing and other motorsports unless
specifically about the vehicles and cycling when focused on
recreation/sport (label both scenarios as Sports & Fitness)
ee. Other: None of the above

3. [Short Form Video Audio] Which audio elements are present in the Reel?
Select all that apply.
a.[Single select] No Audio - Reels is completely mute for entire duration of
-

video.
i. Ex: 1 I 2 1 1 1
b.Sounds - P hat convey the story the reel is
telling.
 NOTE: the audio label Sounds is not used to indicate the video is not
mute or has audible sounds. Suggestion to add the rephrase the
definition to: "Prominent auditory sounds that convey the story the reel is
telling
i. Ex: 1 1 2 1 3 1 4
c. Voice Over - Original Voice - The poster adds voice-overs to narrate a
story in their own voice, describe what's seen on camera, add
commentary to the video, etc. There is no person(s) in the video frame
actively speaking.
i. Ex: 1 1 2 1 3 1 4 1 b 1 6 I 7
d. Voice Over - Text to Speech - The oster adds voice-over to their video
in text-to-s•eech format (Siri robot erican
and not their own voice, to narrate a story, describe
what's seen on camera, add commentary to the video, etc.
i.Ex of Siri robot voice: 1 12 I 3 I I I.
ii. Ex of British female voice: 1 lk
iii. Ex of American female voice:
iv. Ex of British male voice:
e. Monologue or Dialogue - One or more people are verbally speaking or
mouthing a dialogue (i.e., voice impersonation) they are shown in the
video frame, and discuss a specific topic. They may also express their
opinion on a specific topic.
i. Ex: 1 1 2 1 3 1 4 1 5 1 6 1 7 1 8 1 9 1 10
f. [Single-select] None of the above - None of the above audio elements
are present in the media (e.g., people in the background,
background music, live performance)
i. Ex: 2
4. [Talent and Performance] Is there a performance or talent demonstrated in the
Reel? Select all that apply. [Note: If the Reel is about a talent / performance and it
is demonstrated in the video, regardless of the quality, you should mark it]
a. Cooking - Subject(s) are creating or making food or drinks in the video. Note:
do not mark videos of food unless we see part of the creation or cooking
process
i.Ex:1121314151617
i i . Ex of what to not mark:
1. Discussions of food/drinks or food/drinks shown without the
cooking or creation process: 1 12 13 14 I e.
b. Creating Art - Poster is creating visual art or crafts, including but limited to:
fine art (painting, sculpture, photography, drawing, pottery, street art etc.),
digital art and graphic design, homemade crafts (e.g., knitting, making model
airplanes, children's crafts), DIY home decor (e.g., how to make a pillow out of
old t-shirts). Note: do not mark videos of art unless we see part of the creation
process
i.Ex:112131415IE
i i . Ex of what to not mark:
1. Art or artistic edits shown without the creation process: 1 1 2 13 1

c. Creating Music - The poster shares a performance of themselves actually

singing, playing a song, creating music, playing instruments and musical
equipment, etc.
i.Ex:1121314I5
i i . Ex of what to not mark:
1.Music playing in background or being lip-synced to, but is not being actively made
by subjects: 1 12 I
2. Fan edits of musicians or music performances: i 12 13
d. Dancing - Poster is primarily dancing in Reels; recreational dancing such as
dancing while getting ready or driving; informational, promotional, comedic, or
dance enthusiast related content. Note: do NOT mark dancing clips from tv
shows/movies.
i.Ex:11213141516I7
i i . E x o f w h a t t o n o t m a r k : 1. Dancing from tv and movies:
e. Lip Syncing - The poster shares a lip syncing (singing) performance
i. E x : 1 1 2 1 3 1 4 I 5
f. Sports and Fitness - Showcasing recreational sports and or fitness routine in
action. Note: do NOT mark professional sports, sports broadcasts or fan edits
i.Ex:112131415
i i . E x o f w h a t t o n o t m a r k : 1. Professional sports or fan edits: 11 2 13 14 15 16
g. Tutorial - DIY, demonstration, or instructional type videos for the viewing
audience. The poster has intent teach his/her audience a skill or explain how
to do something. May contain commentary on the step by step, but is not
required.
i. E x : 1 1 2 1 3 1 4 1 5 I 6
h. [Single-select] Other Talent - Poster is demonstrating a talent that is not
captured elsewhere
 i. Ex:112131415IE
i. [Single select] No Talent Demonstrated No talent is demonstrated at any
- -

point in the video

i. Ex:11213144

[Narrative Elements] What narrative elements or creative tools are

present? Select all that apply.

a. Role Playing subject(s) are acting in the Reel signaled by at least one of the
-

following: outfit changes, transitions, appearing as multiple personas, acting

out a scenario for comedic or entertainment purposes, using voice-over audio
tracks (i.e., not their own original voice), providing commentary on a specific
scenario etc.
Ex of one subject role playing: 1 2 1 3 1 4 1 5 1 6 1 7 1 8 1 9 1 10 111
117 7 ii. Ex of multiple subject role playing: 1 12 13 14
b. Reaction or Commentary Poster shares their reaction to another video, or
-

makes a commentary to another video by clipping and using scenes from

other videos in their own video (signaled by different subjects) or remixes (side
by side / split screen videos)
i.Ex using scenes from another separate video: 1 12 13 14 15
ii.Ex of remix (split screen videos): 1 12 I 3 I 4 I 5 I 6 I 7
c. Audio Synced Actions Audio is synchronized with actions including and
-

limited to: pointing to text on the screen in line with the beat, scene, effect
transitions or subject changes (including facial movements) timed with beat
changes
i.Ex of scene / effect transitions or subject changes are timed with beat c h a ng e s:
11213 14I b
ii.Ex of User pointing in line with beat: 1 12 13
iii. E x o f w h a t t o n o t m a r k :
1. Dancing: 112 I 3
d. Effects Media showcases effects, filters, or stickers added
-

i . Ex : 1 1 2 1 3 1 4 1 5 1 6 1 7
i i . Ex of effects in remix videos: 1 12 13 1 4
e. Interactive Prompts Provides instructions or call to action for user to follow;
-

includes tests and challenges in media, audio, or caption

i.Ex:112131415161718I9
i i . Ex of what to not mark:
Engagement call to actions: 1 12 13 14
1

f. [Single select] None of the Narrative Elements Above None of the above
- -

narrative elements are present in the Reel.

i. Ex:1121314I5
Appendix:

FULL DEFINITIONS

Social Interests: A social interests topic must satisfy bullet point 1 AND one of the bullet
points 2 OR 3:
1. (The topic) Concerns/ concerned the welfare or rights of groups of people (or
animals) AND
2. Celebrates, Defends or Challenges existing social norms/ rules, these social
norms may be different across countries OR
3. There is a division in opinion among groups/ is controversial
a.Group: A group is at least a size of a town or village
b.Social Norms: A social norm is the accepted behavior that an individual is
expected to conform to in a particular group, community, or culture.
Note: this includes events that cause tremendous impact to society and relate to one of the
social issues subtopics below, such as mass killing, natural disasters that concerns the
welfare of groups of people.

Includes
 calls to action (e.g., Go vote to support gun rights!)
 in i ti ati v e s an d s ol u ti on s addre s s i n g s oci al is s ue s
 opin ions and commen tary on s ocial is sues or pos si ble solutions
 factual reporting on a social issue
 policies or a politician's stance on a social issue (also tag 'Politics')
 individual crimes or acts of hate that connect to an issues of broad public
debate
 Examples:
oTrends of the opioid drug epidemic
o Long-term or large-scale efforts to reduce homelessness in a city
o C ri me t re n ds as an on go i n g p ro bl e m i n s oc i e t y
o Racism as a problem many people face on a daily basis Excludes
 A post about a single isolated incident, unless connected to broader trend:
 One person littering or doing drugs
 On e i ns tan ce of gi vi n g mone y to a h ome le s s pe rs on
 A factual report of an individual crime that is not connected to a broader public
debate
 An individual racist post
Posts about these common topics should be marked as Social Issues:
 Animal Welfare: Animal rights, animal testing, wildlife protection
 Civil Rights: Affirmative action, quotas, indigenous / tribal rights
 Corruption: Bribes, cronyism, ethics
 Criminal Justice: Crime trends, policing, court system, prisons
 Discrimination: Based on race, gender, sect, caste, sexuality, religion, political
affiliation
 Education: Literacy, student loans, compensation for teachers
 Environment: Climate change, pollution, public lands
 Immigration: Citizenship, refugees, work visas
 Infrastructure & Development: Public transit, housing, roads, clean water
 Guns: Gun control, gun rights, mass shootings, school shootings
  Human Rights: Personal freedoms (speech, religion, assembly), slavery,
equality
 Poverty: Income inequality, homelessness, hunger, social security, welfare
 Public Health: Access & cost of healthcare, vaccination, abortion, drugs, obesity,
GMOs
 Technology: Privacy, digital literacy, misinformation
 Violence: Domestic violence, mob violence, sexual harassment, hate crimes,
terrorism, war
 Work & Labor: Unemployment, worker's rights, unions, gender inequality, parental
leave
Posts about these general themes should be marked as Social Issues:
 Activism
 Community Organization
 Debate
 Petitions
 Protesting
Note: Content which falls under Social Issues may also fall under Politics, but only if it relates
to direct government involvement in the issue. For example, a story about large-scale drug
addiction in a country is Social Issues, but if the story also includes the government
response (e.g., introduction of a new law to combat drug sales), then it's both Social
Issues and Politics.