Facebook becomes a TikTok clone to retain users

What happened?

Meta has announced it will test a new Facebook experience that, upon opening the app, will show a subset of users a full-screen video feed, very similar to TikTok's. According to Tom Alison, Facebook's head, the test will begin in late 2026 in countries with a preference for video content, with possible expansion to the U.S. in 2027. The company has not shared images of the new design, but the direction is clear: prioritize vertical video and displace the traditional news feed. This announcement is part of Meta's strategy to retain users who migrate to platforms like TikTok, which has grown to over 1.5 billion monthly active users in 2025, according to Statista data.

Why is it important?

Facebook, once the dominant social network with over 3 billion monthly active users in 2025, has seen younger users migrate to TikTok and Instagram. According to a 2024 Pew Research report, only 32% of U.S. teens use Facebook, compared to 63% who use TikTok. This move represents a radical shift in its identity: from a social connection platform based on text and images to a video entertainment service. The decision could accelerate the loss of older users or those more attached to the classic format, but it could also stem the decline in engagement. The announcement comes as Meta seeks to prove to investors it can compete in the short-video market, where TikTok leads with an average usage time of 95 minutes per day, according to 2025 DataReportal data. Meta's shares rose 2% after the announcement, according to Bloomberg, reflecting positive market expectations.

Consequences for users and businesses

For users, the change means a more passive experience oriented toward video consumption, similar to TikTok or Instagram Reels. Content creators will need to adapt to the vertical format and recommendation algorithms that prioritize watch time. Businesses that rely on Facebook for marketing will face a new advertising ecosystem, with less space for links and more emphasis on organic video content. According to eMarketer, spending on social media video advertising will reach $79 billion in 2026, and Facebook could capture a larger share if it retains users. However, in-stream ads could become more intrusive, as already happens on TikTok. Additionally, privacy and addiction to video consumption could intensify, generating new regulatory criticism. The European Union is already investigating Meta for possible violations of the Digital Services Act, and this change could add pressure.

Historical context

This is not the first time Meta has copied competitor features: Instagram Stories (2016) was a copy of Snapchat, and Reels (2020) imitated TikTok. However, this is the first time Facebook modifies its very core, the News Feed, which has been the essence of the platform since its creation in 2006. The move recalls when Twitter introduced threads (2017) or when LinkedIn added video (2017), but with greater risk: if it fails, it could alienate the loyal user base without attracting new ones. A historical precedent is Facebook's algorithm change in 2018, which prioritized friend content and caused a drop in media traffic, according to a Parse.ly study. It is also similar to YouTube's transformation, which went from a long-form video site to promoting Shorts in 2020 to compete with TikTok. However, Facebook has a larger and more age-diverse user base, making the change riskier. According to internal Meta data leaked by The Wall Street Journal in 2021, time spent on Facebook decreased by 15% between 2019 and 2021, and the trend has accelerated with the rise of TikTok.

What should readers know?

The test is limited for now, but it indicates Meta's strategic direction. Users can expect gradual interface changes, with an emphasis on video and less on text posts. For brands, it's time to invest in short-form video production, as recommended by HubSpot in its 2026 marketing report. Privacy advocates should watch how data is collected to personalize the video feed, as Meta has faced $1.3 billion in fines in the EU for GDPR violations. Additionally, content creators will need to optimize their videos for the recommendation algorithm, which will likely prioritize engagement and retention. In short, Facebook is betting everything on video, and the coming months will be crucial to determine whether this strategy revives the platform or leads it to greater irrelevance.