Facebook to test TikTok-like video-first experience

The test, slated to begin in 'video-heavy countries' this fall, will present users with a 'reimagined experience' that immerses them in video content the moment they open the app. While users will have the option to opt out and revert to the classic Facebook feed, the company is considering a broader US rollout as early as 2027.

This pivot reflects a broader industry trend where social media platforms are moving away from content primarily from friends and family towards algorithmically recommended videos from strangers. This strategy is driven by the desire to keep users engaged for longer periods, thereby increasing opportunities for ad placements, particularly video ads, which are increasingly lucrative. Executives like Adam Mosseri have highlighted the greater 'upside' in recommending content from a vast pool of daily posts rather than a limited selection from known contacts.

The shift also acknowledges a change in user behavior, with many now acting as passive consumers rather than active content creators. Platforms like Instagram and X (formerly Twitter) have already incorporated similar never-ending video streams, making Facebook's move a logical, albeit significant, next step in its evolution.