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Facebook Is Changing The Feed Into “Immersive Video”
Video first // Illustration by Kate Walker
Facebook announced a new “immersive video” version of its platform, hoping for a fresh shot at relevancy.
The Immersive Picture: Facebook may have brought social media into the global mainstream (sorry, Myspace), but it has fallen far out of favor with younger generations. One of the biggest reasons is that Gen Z prefers the vertical video formats of TikTok, Reels, and YouTube Shorts. Meta has been desperately searching for ways to revitalize the main Facebook feed, so maybe a complete overhaul is its only path forward.
Behind The Curtain: Meta is going to great lengths to make Facebook go viral again.
Users who open the new Facebook will be greeted with a full-screen “immersive video” player — just like TikTok.
The feature is being tested in a handful of international markets and could debut in the US sometime next year.
Users can opt out of the new experience and return to the standard newsfeed via a dedicated tab.
Last Post: Video has already been a huge win for Meta, with Reels — available on both Facebook and Instagram — generating a reported $50 billion business on its own. The company claims it brings in more ad revenue than YouTube, which is why Meta is also testing episodic video on the new Instagram TV app.
If the current Facebook feed isn’t attracting the users brands want to reach, then evolving it may be the only option.
The Future: Expect Meta to launch a massive creator program timed to the US rollout of the new Facebook in its best effort to get people on board.
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Today’s email was written by David Vendrell.
Edited by Nick Comney. Polled and Copy-edited by Kait Cunniff.
Published by Darline Salazar.