Facebook it’s not dead yet, but it shows worrying signs of health: not only is it no longer growing in number of users, but its audience is getting older and the blue social is very far from attracting the youngest, who instead go en masse on TikTok. The Chinese social network, unlike Facebook, continues to grow and attract a very young audience. Facebook knows this and, according to rumors, is preparing to change algorithm to chase TikTok.
Indiscretions revealed by The Vergewho learned of conversations ad very high level in Facebook on this issue: since the beginning of the year the managers and Zuckerberg they would have decided to make a radical change to the app to try to get back on track. In other words: a change the feed algorithm, the recipe according to which the contents to be shown to users are selected. It would be of this idea too Tom Alison, one of the vice presidents of Meta, in the company since 2010 and, today, in charge of the development of the entire Facebook app. Alison has already passed the decision to introduce, in February, the Reels of Instagram into Facebook and from Alison the decision to change the algorithm of Facebook is passing.
How Facebook works today
Facebook’s current algorithm shows users a mix of contents from friends, followed pages, advertisements, Reels and material “external“, that is, published by people”distant“by the user who have set an open privacy. At the moment the algorithm is calibrated for prefer the contents of contacts we interact with the most.
This setting dates back to spring 2021, when Facebook also introduced the ability to set up to 30 favorite profilesfrom which to receive more content and to limit who can comment on our posts.
With this algorithm, therefore, the precedence to content created by people who “we know“or with whom we interact more often. This, in theory, should show us content that probably we like them more but, in practice, it closes us in a bubble. And kids, you know, can’t stay in bubbles: they puncture them quickly.
What will the new Facebook look like
The new algorithm Facebook, on the other hand, aims to do exactly the opposite: “to open“the users feed to content from creators even distant, but trendy. In the words of Zuckerberg, quoted by The Vergethe new algorithm will have to transform Facebook into a “Discovery Engine“: a new content discovery engine.
Exactly what it already does TikTokwhere the concept of “friend“but that of perfectly exists trend contentwhich works and which, in fact, turns and generates millions of shares and thousands of hours of user viewing. Which remain on the app, as TikTok wants.
The new Facebook, in practice
From algorithm to practice: what will the new Facebook look like? The main tab will become a mix of Stories and Reels at the top, followed by the posts recommended by the discovery engine. These posts will be taken from both Facebook and Instagram. There will be more videos and clearer invitations to share content with friends.
Facebook is also reportedly working to reposition the messages Messenger at the top right of the app, canceling the infamous decision to separate the two apps, taken eight years ago and revealed itself bankruptcy.
Instagram has already taken a similar path and is already way ahead of Facebook in its drive to show more Reels from untracked accounts (the so-called sources “not connected“). At the moment, however, only 11% of the content shown in the main Facebook feed is not connected to the user.
Facebook like TikTok, and like Discover
Facebook copies TikTok, so? In part yes, but on the other hand in the social environment they all copy each other a bit. What few people notice, however, is that not only TikTok but also Google, with its Discover. That is, that news feed that all Android users can see with a swipe from the home.
Discover is made up of content only “not connected“, Why it is not a social network in the strict sense of the term: it analyzes the user’s tastes, searches and clicks and delivers content that they might like. If once it was easy to hear “I read it on Facebook“therefore, today we hear more and more often”I saw it on Google“. On Google Discoverobviously.
#Facebook #change #algorithm #revolution #coming