Facebook has recently announced a series of updates aimed at enhancing engagement with Reels, its short-form video feature. These updates include new indicators on posts that your friends have liked and significant improvements to the recommendation algorithm, all designed to surface newer videos more quickly. With more than 3.5 billion Reels shared across Facebook and Instagram every day, it is clear why the platform is doubling down on this format. While this may not be ideal for users who find themselves scrolling for hours, it certainly benefits Facebook and its parent company, Meta, by capturing more user attention.
One of the most notable features being rolled out is the introduction of “friend bubbles” on Reels and feed posts. This new feature will highlight content that your friends have liked, making it easier for you to discover recommended posts from people you know as you scroll through your feed. This feature is reminiscent of a similar update Instagram implemented earlier this year, making it familiar for those who use both platforms. However, for Facebook users, this means that every like you give will now be visible to your friends and family, adding a layer of social interaction that was previously less emphasized.
In addition to friend bubbles, Facebook is also adding TikTok-style topic search links at the bottom of the Reels display. This feature will allow users to quickly find more content on specific subjects by tapping on AI-recommended topic matches, such as “soup dumpling recipes.” This addition aligns Facebook with the exploratory features popularized by TikTok, making it easier for users to discover and engage with content that piques their interest.
Facebook has also announced improvements to its Reels recommendation algorithm, with a significant focus on showcasing new content. As stated by Facebook, “Facebook continues to be the home for all types of video, and our recommendations will help ensure you see fresher content in the formats you enjoy most, regardless of length.” Notably, Reels longer than one minute account for a quarter of all reels produced by creators with over 10,000 followers, generating over 50% of total watch time on the platform. To further enhance user experience, the recommendation engine is now surfacing 50% more reels from creators published on the same day, allowing users to see the newest content more rapidly.
To further fine-tune user experience, Facebook has introduced a new explicit indicator that allows users to inform the recommendation algorithm when a post or comment does not align with their interests. Users can simply tap “Not Interested” on a reel or flag inappropriate comments, which will help the algorithm adjust accordingly. Furthermore, Facebook is placing greater importance on the Save feature, making it easier for users to collect their favorite reels and posts in one convenient location. Each save will contribute to a more tailored experience, which has been linked to increased global watch time.
These updates reflect Meta’s broader strategy to focus on video content and increase engagement with video uploads. While Facebook claims that the aim is to keep users connected by showcasing Reels their friends have liked, these changes primarily serve to keep users on the app for longer periods. By emulating features from TikTok, Facebook appears to be adapting to the competitive landscape of social media, ensuring that it remains relevant and engaging for users who may not be familiar with TikTok’s approach.
In conclusion, these new features and updates to Facebook's Reels are designed to enhance user engagement and make content discovery easier. With a focus on personalization and fresh content, Facebook is positioning itself to compete more effectively in the ever-evolving world of social media.
