Facebook tries to turn public against TikTok

Social media has changed, and so has Facebook. Or at least try.

Foto by cottonbro studio

Facebook polls looked bleak. Young people told the company that the company's primary app was irrelevant, negative and undifferentiated. And more and more they were right. The median age of Facebook users increased by more than 5 years between 2013 and 2021, opening the door for TikTok.

Now that TikTok is on the rise, Facebook is responding. The company admits that some fundamental parts of the core app are incorrect. Most 'social' interactions with the 'media' can occur in private his message threads, not in the feed. This content from friends and family is compelling, but pales in comparison to AI-suggested content. So Facebook is changing to adapt. 

"Content relevance, irrelevant content, or crowded Facebook content is at the forefront," said Tom Alison, who runs the Facebook app, in an interview this week. he will cut his work short.

Facebook matured when discoverability on the web was limited. Before Facebook, if you wanted to find something, you would typically search  (or go to Yahoo). The company's first innovation was to connect you with friends and family who share articles, photos, and videos that interest you. Instead of searching for content, get to the content.

However, the original Facebook model had two major flaws. 1) After the initial surge of interest, people got tired of sending and sharing decreased. 2) The Internet contained more interesting things than his primary connection recommended by Facebook. I found the recommendations  a bit boring. As Facebook matured, YouTube and TikTok took advantage of its shortcomings. They used AI to sift through billions of videos and recommend videos that people personally find interesting. Then, when someone found something they liked, they shared it with their closest friends via text instead of feed. Many young people going online for the first time have skipped Facebook entirely in favor of this medium. They also took to Instagram to share their content and WhatsApp lost the "blue app" luster. 

After  pushing friends and family content to the fore a few years ago, Facebook has finally embraced the world moving forward. You will still see content from people you know. But  to revitalize the feed we are showing content from other places more often and also the feed has been split  into his two parts and the Home tab with  Reels and Stories takes precedence will be Facebook's move to recommended content recognizes that  fundamental innovation is no longer enough. People feel that I am trying to open the app. I know there are millions and billions of people on Facebook," Allison said. “I want to know what Facebook and this large group of people have  to offer me. It used to be optimized for the time spent and in-feed engagement, but Alison said that people Showing that the way we share is different now, he seemed excited about the idea of ​​people finding content they like on Facebook and discussing it privately with friends in Messages. Is a post where someone shares something worth more  than a fairly long discussion with a friend in a thread?" Allison asked. “I don’t know if this kind of math makes sense. We're also working on improving the quality of that content, and this week we're letting users check off "See more" or "See less." , announced that you can customize what you see in your feed.And when measuring success, Facebook cares not only  about how much time is spent, but how often users come back to the app. 

Now the key question for Facebook is whether it can keep its identity  or forge a new one  without becoming a cheap TikTok clone. it is open. 

"We still don't really know how to integrate short videos," Allison said. "It's still a big  journey for us." Getting it right will define the future of the  app, which has 2.9 billion users and faces fierce competition by the day.

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