The standard notion about Facebook lately is that the customers for whom the Facebook app continues to be a core a part of their existence are, to make use of a scientific label for this specific demographic, “the olds.” Younger netizens — and, the truth is, loads of Facebook-nevers — have flocked to apps like Instagram, Snapchat, and TikTook, the place ephemerality is a better a part of the general expertise.
Rather than doubling down on the older Facebook devoted who’re nonetheless logging into the app every single day, although, Meta CEO Mark Zuckerberg on Thursday, July 21, introduced a brand new bid to enchantment to youthful customers. To make the general Facebook app expertise, in different phrases, a totally overhauled product that feels a bit extra like TikTook. One that additionally provides new feeds that customers can toggle by. And which, if we’re sincere, might be going to fully befuddle the previous individuals nonetheless on the app.
Facebook app overhaul
“One of the most requested features for Facebook is to make sure people don’t miss friends’ posts,” Zuckerberg wrote in a Facebook put up. “So at this time we’re launching a Feeds tab the place you’ll be able to see posts from your pals, teams, Pages, and extra individually in chronological order.
“The app will still open to a personalized feed on the Home tab, where our discovery engine will recommend the content we think you’ll care most about. But the Feeds tab will give you a way to customize and control your experience further.”
Mark Zuckerberg simply introduced a Feeds tab on @facebook, the place you’ll be able to see a chronological feed of posts from these you comply with. And if you open Facebook, you’ll nonetheless see a Home tab the place we’ll advocate customized content material from creators and mates.https://t.co/nLA7hgclGK pic.twitter.com/Ajy2knHL70
— Meta Newsroom (@MetaNewsroom) July 21, 2022
This new Facebook app overhaul may also prioritize looping video in the primary feed. And will provide a method for Facebook to do one thing TikTok-like that Instagram already does now. Have you seen how, after scrolling your Instagram feed for a time frame, you’ll ultimately be offered with posts from accounts you don’t comply with? That is to say, posts that Instagram thinks you would possibly like. That’s the entire premise round TikTook’s For You web page, in fact. And Facebook needs to convey slightly of that magic to its personal app.
READ MORE: Facebook’s plan to repeat TikTook and alter the feed is a horrible thought
Competition with TikTook intensifies
This is a tried-and-true web page out of the Zuckerberg playbook, by the best way. If you’ll be able to’t beat them, attempt to purchase them. Failing that, simply copy them outright.
Moreover, right here’s one of many greatest indicators that TikTook poses a probably existential risk for Facebook, which constructed maybe the one best focused promoting machine in historical past. TikTook not solely discovered a solution to addict the coveted younger customers that Facebook needs to recapture. It’s additionally anticipated to develop its promoting income within the US this yr a staggering 184%. Up to $5.96 billion, to be extra particular.
No marvel Facebook sees TikTook as the most recent and maybe probably the most ominous risk to its core enterprise. Especially with TikTook, at present probably the most visited web site on the planet, having reached a standing, no pun meant, that Facebook as soon as loved:
It’s now the haven for influencers, celebrities, manufacturers, and naturally, on a regular basis people the world over.
Blake Chandlee, a former Facebooker who now serves as TikTook’s president of world enterprise options, not too long ago defined one other vital distinction between the 2 merchandise. Namely, that TikTook is extra of an leisure platform than a social community.
“Facebook is a social platform,” Chandlee stated throughout an interview with CNBC. “They’ve built all their algorithms based on the social graph. That is their core competency. Ours is not. We are an entertainment platform. The difference is significant. It’s a massive difference.”