Meta is rolling out several updates to Facebook Reels, focusing on improving personalization and user engagement. The company has upgraded its recommendations engine, enabling it to “learn your interests faster and deliver newer, more relevant reels.” This move is part of Meta’s broader effort to make Facebook feel fresh and relevant again. Earlier this year, CEO Mark Zuckerberg expressed excitement about returning to “some OG Facebook,” with a major focus on enhancing the platform’s video experience to better compete with TikTok and other short-form video apps.
To help users discover the latest content, Facebook now promotes 50 percent more reels from creators on the day they’re published, according to Meta. The platform is also introducing a new social touch called “friend bubbles” — small icons that appear in the lower-left corner of a video when one of your friends has liked it. Tapping a friend bubble opens a private chat, making it easier to discuss videos and share reactions directly.
“Seeing likes from your friends has always been core to the Facebook experience,” Meta said. “We’re continuing to build features like friend bubbles that bring us back to our roots.”
Meta’s ongoing improvements to its video ranking systems are already paying off. The company reported a more than 20 percent year-over-year increase in time spent watching videos on Facebook, as noted in its latest earnings report. Additionally, in June, Meta announced a significant shift: all Facebook videos are now being converted into Reels, with length restrictions removed to offer more flexibility for creators.
