Meta bets on Reels on its Facebook Watch hub

Meta has announced several new features for Facebook Reels, the non-Instagram version of its short-form video format. As Reels get more visibility within the Facebook Watch hub, Meta is trying to make them more personalized by incorporating input from viewers.

In a blog post, Meta announced that it will include Reels on the main Facebook Watch navigation bar. As a result, Facebook users will be able to access a TikTok-like stream of short-form videos. Similar layouts have been tested and rolled out on platforms like Twitter and Reddit.

Reels are becoming more discoverable on Watch amidst a transitionary period for the on-demand content hub. The recent departure of Head of Development and Programming Mina Lefevre will bring about the end of Facebook Watch’s original programming push (at least in its current form). Rather than spending on scripted and unscripted Watch shows, Meta is prioritizing the development of VR content and short-form videos.

“On Facebook you can discover people, content, and experiences that help you explore and grow in your interests,” reads the blog post. “Reels also continue to become more social with people re-sharing reels across our apps more than 2 billion times every day, doubling over the last six months.”

The TikTok-ification of Facebook Watch isn’t the only way Meta is mimicking its short-form rival. Mark Zuckerberg and co. are also looking to learn from TikTok’s powerful algorithm. Facebook’s recommendations have often received criticism, including from whistleblower Frances Haugen. Meanwhile, TikTok’s recs are so powerful that the app’s algorithm has been likened to mind-reading.

Meta has already indicated that it wants to build “a world-class recommendations system” for Facebook and Instagram. Now, it’s showing off one element of that system: User feedback. As viewers watch Reels, they can now prompt the Facebook algorithm to “show more” or “show less” of a particular type of content. That’s convenient for both consumers and Meta, which can use its massive scale to hone its AI models.

More details about these announcements could come during Meta’s 2023 NewFronts presentation, scheduled for May 4. It’s been a tumultuous year for the company once known as Facebook, but in spite of all that turmoil, Meta continues to make progress on its Reels format.