Facebook updates its app with TikTok sauce

On Thursday, the social network announced that the Home or Home tab (Home) will now mix posts from a user’s contacts with content from different creators based on their interests. A new tab called “Message Feed” will be reserved for messages posted by friends, family, and groups.

“Home Feed becomes a discovery mechanism that allows you to discover new content and follow new creators through recommendations,” the platform explains in a press release. Users will find there, among other things, their friends’ “stories” (ephemeral photos and videos modeled on Snapchat) and “rolls”, a video format copied from TikTok.

The homepage is personalized using algorithms that take into account “thousands of signals” to “suggest you what we think is most interesting to you,” Facebook emphasizes.

TikTok, the company of the Chinese group ByteDance, has had phenomenal success with its format (short videos with special effects and catchy melodies that grab attention easily) as well as its algorithms that quickly detect what the user likes in order to offer them content from unknown creators.

Meta, the parent company of Facebook and Instagram and number two in the digital advertising world, needs to value its “videos” so it doesn’t lose too much ground.

“Positive” Interactions

“Our transition to short formats is not yet generating significant revenue, but we are optimistic,” Mark Zuckerberg, head of the group, assured during a conference call in late April.

In his profile on Thursday, he said that a separate post feed will allow users to not miss ads from their friends and groups, which will be displayed in chronological order and without “recommendations.”

In January 2021, after a tumultuous U.S. presidential election, the billionaire said he wanted to move away from political topics as much as possible in order to focus on “positive” interactions — less contentious and more lucrative.

On Tuesday, Meta confirmed it was redirecting some resources from Facebook News (a tab dedicated to the press) and its Bulletin newsletter to other products following a Wall Street Journal article on the subject.

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