Facebook helped make TikTok huge by showing its users tons of ads for the Chinese video company.
Now Facebook may end up becoming something that … looks and feels a lot like TikTok.
That’s the takeaway from a product update Meta’s social network provided Friday: Starting this fall, it is going to start testing a version of the Facebook app that essentially turns it into a TikTok-like video player, as a default setting.
Per Tom Allison, the Meta executive who oversees Facebook, the test will provide a “reimagined experience that puts a subset of people who we think want more video on Facebook into full-screen video the moment they open the app,” which is exactly what you get when you open TikTok.
Allison says people in the test will be able to opt out of the new setting and return to classic Facebook — and that people who stick with the video-first option can always toggle back and forth to see a traditional Facebook feed.
The company plans on rolling out the test in some “video-heavy countries” this fall and may bring it to the US in 2027, Allison writes. A Meta rep didn’t offer more details about timing or anything else.
Here, we need to note that a test is a test, not a final product decision. On the other hand, Meta and other platforms test stuff all the time, and don’t always go out of their way to tell you about it in advance. So I’m taking this as a serious signal.
Allison dropped the news about the new format in a longer announcement highlighting other changes on the service, including a stand-alone app for Facebook Marketplace power users. So this one hasn’t gotten much attention yet. I expect we’ll hear more about it this fall.
But this is also not surprising. It’s the logical endpoint to a direction Meta, and many social media platforms, have been moving toward for years: away from seeing posts and updates from your friends and people you know, and toward an always-on video experience that just shows you an endless stream of clips it thinks you might like. “Everything is television,” as writer and podcaster Derek Thompson put it last year.
There are a couple different reasons why everyone is headed this way. For starters, the platforms would like users to stick around the platforms, so that the platforms can show them more ads. And they’d love a way to show them more video ads, so they can grab some of the giant ad business that still exists on traditional TV.
But it’s also an acknowledgment that social media isn’t really “social” anymore and hasn’t been for a while: Most people who use the platforms are passive consumers, not active posters. So the companies can’t rely on a stream of things from your friends and family to keep you engaged. They have to find stuff from strangers instead.
“We show recommendations because you might follow 200 accounts, and one in 10 of them posted. So we’ve got 20 things [to show you]. And we can reorder those 20 things 20 factorial ways, but that’s only so much upside,” Instagram boss Adam Mosseri told me last year. “Whereas if we look at the billion things posted in a given day, and we find something you’re interested in, there’s more upside.”
It’s also why the platforms are so eager to keep showing you more video given any opportunity: Click on a video post in Instagram and the app immediately starts showing you a TikTok-style never-ending stream of videos; Elon Musk’s X does the same thing.
So what Facebook is testing is the logical next step: just giving you all the video it thinks you want — and which it definitely wants you to see — from the start.
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