Facebook is planning a dramatic overhaul of its core experience, introducing a full-screen video feed that closely resembles TikTok. The move, announced by Facebook head Tom Alison, is part of a broader strategy to fight declining user engagement and prevent users from migrating to rival platforms. The new interface will be tested later this year in select countries, with a potential US rollout in 2027. The decision marks a significant shift for a platform that once dismissed TikTok as a follower rather than a leader in social media.

The Rise of Short-Form Video

Short-form video has become the dominant format for social media engagement, driven largely by TikTok's meteoric rise. Launched in 2016, TikTok surpassed 1 billion monthly active users by 2021, growing faster than any other social platform. Facebook, by contrast, took over a decade to reach that milestone. The shift in user behavior has forced Meta to reconsider its product roadmap. Instagram introduced Reels in 2020, and Facebook now aims to integrate a similar full-screen video experience directly into its main app. Alison noted that video is where conversations, communities, and commerce are increasingly happening, putting pressure on Facebook to adapt.

Meta's own data reveals a loss of 20 million users in the first quarter of 2026, even though Facebook remains the most popular social platform globally. YouTube is close behind, and TikTok continues to gain ground. The erosion of Facebook's user base is particularly evident among younger demographics, who favor platforms like TikTok, Instagram, and Snapchat. In response, Meta has accelerated efforts to make Facebook more video-centric, although the move risks alienating users who prefer text-based or news-oriented content.

Beyond Video: Copying Competitors

Facebook’s transformation goes beyond video. The company has launched a dedicated Seller app, mimicking Craigslist’s marketplace functionality. The app allows sellers to track performance, manage listings, and communicate with buyers, all in one place. This is part of a broader trend where Facebook is borrowing features from other successful platforms. Earlier this year, it released a Forum app designed for community interactions within Facebook Groups, similar to Reddit’s subreddit structure. These moves reflect a strategy of emulating rivals to improve user experiences and retain engagement.

Facebook has also introduced a free verified badge, obtained through a simple selfie verification process, contrasting with the paid Meta Verified subscription that costs $11.99 per month. The free badge aims to help users identify real profiles and reduce impersonation, a growing concern on social media. However, the proliferation of verification systems may confuse users and dilute the value of paid subscriptions.

Historical Context of Facebook’s Copycat Strategy

Facebook has a long history of imitating competitors’ features. In the early 2010s, it added a “like” button similar to FriendFeed, and later introduced the News Feed, which was inspired by Twitter’s timeline. Instagram’s Stories feature was directly copied from Snapchat, while Facebook’s Marketplace was a response to Craigslist and eBay. More recently, Facebook launched Dating, a feature that mirrors Tinder. These moves have often succeeded in retaining users but have also drawn criticism for lacking innovation.

The current shift toward TikTok-like video is perhaps the most consequential, as it fundamentally alters the Facebook experience. Users who open the app will be greeted by a full-screen, vertically scrolling feed of videos, similar to TikTok’s interface. This could disrupt the existing News Feed, which mixes text, images, links, and videos. Meta has not revealed specific design details, but the change is expected to prioritize algorithmic recommendations over social connections, further alienating users who value Facebook for staying in touch with friends and family.

Challenges and Risks

Adopting a TikTok-like interface carries significant risks. Facebook’s user base is older on average, and many are accustomed to the traditional News Feed. A sudden shift to video-first could lead to confusion and backlash. Additionally, the move may not be enough to reverse user losses, as TikTok’s appeal lies not just in its format but in its viral content ecosystem and creator community. Facebook’s attempts to replicate this have been mixed; Reels on Instagram has seen adoption but has not dethroned TikTok.

Meta is also facing regulatory scrutiny over its market dominance and data practices. Copying features from competitors could raise antitrust concerns, especially if it involves leveraging Facebook’s vast data advantage. The company has already been fined billions by the European Union for antitrust violations. Any new product launches may face increased oversight.

The Broader Social Media Landscape

The competition among social platforms is intensifying. YouTube is investing in Shorts, its own short-form video feature, while Snapchat is expanding its Spotlight section. Meanwhile, new entrants like BeReal and Discord are capturing niche audiences. Facebook’s strategy of becoming a “super app” that combines social networking, video, commerce, and forums reflects a desire to keep users within its ecosystem. However, this approach risks diluting the core identity of Facebook, which was originally a platform for connecting with friends and sharing personal updates.

Meta’s CEO Mark Zuckerberg has repeatedly emphasized the importance of the metaverse, but Facebook’s current changes suggest a more immediate focus on competing with TikTok. The company has invested heavily in AI-powered recommendations, which are essential for a video-focused feed. These algorithms will determine what content users see, raising questions about echo chambers and content moderation.

In conclusion, Facebook’s pivot to a TikTok-like experience is a high-stakes gamble. While it may attract users who prefer short-form video, it could alienate longtime members and fail to win over younger audiences. The success of this strategy will depend on execution, user adoption, and the ability to differentiate Facebook from its rivals. The coming months will reveal whether imitation is the sincerest form of flattery or a desperate bid for survival.

Source: The Verge News