Meta is revamping its Reels feature on Facebook to better compete with short-form video platforms such as TikTok. The company has upgraded its “recommendations engine,” which now learns user interests more quickly and presents newer, more relevant video content. This update aligns with broader efforts by Meta to rejuvenate Facebook’s appeal, as highlighted by CEO Mark Zuckerberg during a statement in January, where he expressed enthusiasm about returning to the “OG Facebook.”
To enhance user engagement, Facebook will now display 50 percent more Reels from creators published on the same day users are browsing the platform. This change aims to keep content fresh and relevant, helping users discover videos that are more aligned with their current interests.
In a move to strengthen community interaction, Meta has introduced “friend bubbles.” This feature allows users to see if their friends have liked a particular reel, appearing as icons in the bottom left corner of the video. If a user wishes to discuss the content further, tapping the bubble opens a private chat with that friend. Meta has emphasized that seeing likes from friends has always been a fundamental aspect of Facebook, and these new features aim to reinforce that social connection.
According to Meta’s latest earnings report, improvements to its ranking systems have led to a more than 20 percent increase in time spent watching videos on Facebook year-over-year. In June 2023, Meta announced that all videos on Facebook would transition to Reels format, alongside the removal of length restrictions for these videos.
These strategic updates not only reflect Meta’s intent to enhance user experience but also signify a clear response to the growing influence of platforms like TikTok. By focusing on immediate, engaging video content and fostering personal connections, Meta seeks to reclaim its position in the competitive landscape of social media.