Facebook to test full-screen video feed resembling TikTok

Facebook is planning to test a redesigned home screen that mimics the full-screen video format popularized by TikTok, according to an announcement from Facebook head Tom Alison. The new layout will show users a continuous stream of videos the moment they open the app, shifting away from the traditional news feed of text and photo posts.

The change will initially be tested in select countries where video consumption is high, with a potential rollout to the United States next year. This affects Facebook’s billions of users worldwide, as the platform seeks to retain engagement amid growing competition from short-form video apps like TikTok.

This matters because Facebook has been losing younger users to TikTok, which dominates the short-video space. By adopting a similar interface, Facebook risks alienating users who prefer its current mix of content, but the company believes video is where conversations are happening and wants to adapt.

Alison stated that the reimagined experience will be tested later this year, though no specific countries or dates were given. The move follows Facebook’s earlier efforts to integrate Reels, its short-video feature, across its apps.

Background: Facebook has been under pressure to innovate as TikTok’s popularity surges. The company has previously cloned features like Stories from Snapchat and Reels from TikTok. This latest test represents a more fundamental redesign of the core app.

Next steps: If the test succeeds in boosting engagement, Facebook may expand the full-screen video layout to more regions, including the US, in 2024. However, the company has not committed to a permanent change and will evaluate user feedback before making broader decisions.