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Facebook plans ‘discovery engine’ feed change to compete with TikTok - The Verge

Facebook plans ‘discovery engine’ feed change to compete with TikTok - The Verge

The head of Meta-owned Facebook explains how the app is trying to compete with TikTok by revamping the News Feed and leaning into Reels.

Facebook employees were recently given a new directive with sweeping implications: make the app’s feed more like TikTok.

Simply bringing Reels, the company’s short-form video feature, from Instagram into Facebook wasn’t going to cut it. Executives were closely tracking TikTok’s moves and had grown worried that they weren’t doing enough to compete. In conversations with CEO Mark Zuckerberg earlier this year, they decided that Facebook needed to rethink the feed entirely.

In an internal memo from late April obtained by The Verge, the Meta executive in charge of Facebook, Tom Alison, spelled out the plan: rather than prioritize posts from accounts people follow, Facebook’s main feed will, like TikTok, start heavily recommending posts regardless of where they come from. And years after Messenger and Facebook split up as separate apps, the two will be brought back together, mimicking TikTok’s messaging functionality.

Combined with an increasing emphasis on Reels, the planned changes show how forcibly Meta is responding to the rise of TikTok, which has quickly become a legitimate challenger to its dominance in social media. While Instagram has already morphed to look more like TikTok with its focus on Reels, executives hope that a similar treatment to Facebook will reverse the app’s stagnant growth and potentially lure back young people.

The moment is similar to when Facebook copied Snapchat as it was growing quickly, but this time, the stakes are arguably higher. Investors are doubting Meta’s ability to navigate challenges to its ads business. And with its stock price already battered, the company needs to show that it can grow if Zuckerberg wants to keep funding his metaverse vision.

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