More videos, better navigation: On Facebook, a chronological feed for videos now appears in the app right next to the main feed.
Videos have become a central moment on Facebook. So central that the platform recently even tested Reels sharing in groups. And Reels are the big growth driver for Meta, on Instagram as well as Facebook. Earnings Call in Spring 2024 explained Metas CFO Susan Li:
Video also continues to grow across our platform, and it now represents more than 60% of time on both Facebook and Instagram. Reels remains the primary driver of that growth, and we’re progressing on our work to bring together Reels, longer-form video and Live video into one experience on Facebook (…).
Reels generate over 3.5 billion reshares per day and more than 200 billion views per day on Facebook and Instagram. They are now making 50 percent of the time spent in the app – and are also very important for monetization, according to Meta’s leadership. Now Facebook is testing a dedicated video feed to optimize the platform experience.
New Facebook App Experience: Video feed next to main feed
In the Facebook app, users have long had the option to switch from the Home tab to the Video tab. There they can find reels, live videos and videos that are suggested to them or come from accounts they follow. The main feed of the Home tab, on the other hand, presents a variety of current content – mostly videos.
Now, however, the first users can see a distinction between the main feed and a video feed in the app’s start area. It is still unclear whether the main feed will then no longer display any videos at all. This feature, which is currently in a test phase (we have not yet been able to access it), was developed by Mason Santana discovered and shared by app researcher Radu Oncescu.
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On the one hand, this new video feed could ensure that the app experience is de-emphasized and users only or primarily consume videos via the video feed. On the other hand, this feed could also be seen as a kind of direct equivalent to TikTok’s video feed or the Reels feed on Instagram.
A roll-out date for all users is not yet known. Perhaps such a feature could also help Facebook to continue to gain ground with younger users. As part of the earnings call for the quarterly figures for the second quarter of 2024, CEO Mark Zuckerberg already at:
I’m particularly pleased with the progress that we’re making with young adults on Facebook. The numbers we’re seeing, especially in the US, really go against the public narrative around who’s using the app. A couple of years ago we started focusing our apps more on 18-29 year olds, and it’s good to see that those efforts are driving good results.
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Source: onlinemarketing.de
