It’s no secret that Facebook, with Mark Zuckerberg steering the ship, has long been attuned to rival products capable of diminishing its social networking dominance. Put simply, if people are chatting or sharing media content, Facebook desperately wants it to happen under its own umbrella. This all-encompassing strategy became evident when the company purchased Instagram …
, company executives laid out a plan to prioritize posts that are likely to spur engagement at the expense of posts from individuals people actually follow.Here’s how the future Facebook app will work in practice: the main tab will become a mix of Stories and Reels at the top, followed by posts its discovery engine recommends from across both Facebook and Instagram. It’ll be a more visual, video-heavy experience with clearer prompts to direct message friends a post.
Facebook is a place where people go to share updates, photos, and videos with their social network. Restructuring the app such that people interact more heavily with people and creators they have no connection to seems shortsighted and, in my opinion, will only serve to push more people away. Sure, users can send TikTok videos and engage in chats on the side. However, the main thrust of the app is the ability for users to watch engaging content from creators across the world.To this point, Blake Chandlee, a former Facebooker who now serves as TikTok’s president of global business solutions, recently articulated that TikTok is more of an entertainment platform than a social network.. “They’ve built all their algorithms based on the social graph. That is their core competency.
Now is it possible that users are using Facebook differently and the company is simply responding to the changing current? Certainly. Especially because video is a huge component of how people spend time on Facebook, Mark Zuckerberg and co. may be simply leaning into a shift that is already ongoing. This, however, doesn’t make the plan to copy TikTok any more workable.
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