[Discussion] Facebook Evolves with New Tabs and Features to Compete with TikTok and Boost User Engagement

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Facebook Leans Towards Suggested Content

The social networking titan, Facebook, has revealed a series of platform changes, largely aiming to guide users beyond their established circles of friends and family. The social media platform is evolving to embrace suggested content more comprehensively, echoing major shifts in the realm of online social interaction.

New Tabs to Enhance User Experience

A number of key updates include the introduction of several new tabs intended to present a variety of content to users. Particularly notable is the forthcoming "Local" tab, which amalgamates content from various Facebook domains such as Marketplace, local interest groups, and events. The tab appears to be Facebook's response to the community-based network Nextdoor and is currently being trialed in 10 US cities, including New York, Los Angeles, Chicago, and Austin, in Texas.

The "Explore" tab, reminiscent of a feature on Instagram, represents another addition to the platform. The tab will offer a personalized page of suggestions including images, videos, and more, tailored to individual interests. Facebook reveals that the tab will draw on content from both ordinary people and expert communities, offering resources such as travel advice and DIY instructions.

Facebook Responds to TikTok's Popularity

Facebook continues to adapt its strategy in response to the rising popularity of TikTok, launching a new tab that presents a full-screen video feed akin to TikTok's For You page. Here, users can find a diverse range of short, long, and live videos all in one place. The company acknowledges that the majority of its young adult users now spend 60% of their time watching videos on the site. As part of its expansion into this area, Facebook is introducing an enhanced recommendations algorithm designed to deliver a personalized selection of videos to each user.

The messaging function of the platform is also receiving a substantial update. Messenger Communities, a feature comparable to Slack or Discord, facilitates the creation of multiple chatrooms under a broader theme. This could comprise an incoming class group for a college with separate chats for different relevant topics. Moreover, these chats can be set up independently of any preexisting Facebook groups.

Driven by the increasing influence of TikTok, social media platforms are moving towards serving users with arbitrarily generated content rather than posts from familiar networks. Facebook's parent company, Meta, shows a similar trend, incorporating a growing volume of suggested posts over the past few years across both Facebook and Instagram.

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