Facebook doubles down on video to stay relevant
Meta refreshes Facebook with smarter Reels, better recommendations, and new ways to connect as the platform tries to bring back the good old days.
Meta is pushing Facebook again
This year, Meta has been pushing to make Facebook more relevant again. By leaning into features that make it easier to engage and connect with friends, Meta is hoping to bring back that old-school community feel.
It seems to be working too. Back in July, Meta reported that time spent watching videos on Facebook has jumped more than 20% year-over-year. Now, Facebook’s doubling down on smarter algorithms, more social discovery, and easier ways to connect with friends.
Smarter recommendations for more relevant feeds
An updated Facebook feed is designed to show you more of what you actually want to see. Its smarter recommendations now surface 50% more Reels published that same day, meaning users get fresh, relevant videos in real time.
The algorithm is also giving users more control too. You can now click “Not Interested” on reels or flag comments that don’t match your vibe to fine-tune what appears in your feed.
Equally, an updated Save feature helps Facebook tailor your recommendations even more accurately based on the content you save.
Bringing back the social connections
Facebook is also looking to restore the genuine social connections that previously dominated the platform. Friend bubbles now let you see which reels friends have liked, similar to a feature that Instagram (also Meta-owned) introduced at the beginning of the year. These appear in the bottom left corner of a reel and can be tapped to instantly start a chat about the video in question.
It’s all about trying to spark real conversations over shared interests, while helping to discover what your friends are into. Both of which, Facebook believes has always been at the heart of its experience:
Seeing likes from your friends has always been core to the Facebook experience, and we are continuing to build features – like bubbles – that bring us back to our roots.
Facebook, via a blog post
To complement that, AI-powered search suggestions now help users explore deeper into topics they’re passionate about.
What this means for artists
For artists, these updates could be worth keeping an eye on. Facebook might not be the trendiest platform anymore, but this shift in strategy could make it more useful again.
If Facebook is surfacing more same-day reels and encouraging users to talk about what they’re watching, there’s an opportunity for artists to jump in. Regular posts mean you’re more likely to appear in users’ feeds while the content is fresh, sparking discussions around your content in real-time. You never know, it could just be another way to help you build a community of fans that love your music.
While TikTok and Instagram Reels might dominate short-form video, Facebook’s updates suggest it wants to compete too. For artists looking to expand their reach, it might be time to give Facebook another go.