Facebook just announced a huge change that will make old people so confused
The conventional wisdom about Facebook these days is that users for whom the Facebook app is still a core part of their existence are, to use the scientific term for this particular demographic, “old”. Younger Internet users—and, in fact, a lot of people who never found Facebook—have flocked to apps like Instagram, Snapchat, and TikTok, where ephemerality is a bigger part of the overall experience.
Rather than doubling down on the number of older Facebook loyalists who still log into the app every day, however, Meta CEO Mark Zuckerberg announced a new offering to reach younger users on Thursday, July 21. To make the overall experience of the Facebook app, in other words, a completely redesigned product that feels a little more like TikTok. One that also adds new resources for users to switch between. And which, if we’re being honest, will probably completely confuse the old folks who are still on the app.
Facebook app review
“One of Facebook’s most requested features is making sure people don’t miss their friends’ posts,” Zuckerberg wrote in a Facebook post. “Today we’re launching the Feeds tab, where users can see posts from your friends, groups, pages, and more separately in chronological order.
“The Facebook app will still open in a personalized feed on the Home tab, where our search engine will recommend the content we think you’ll be most interested in. But the Resources tab gives you a way to further customize and control your environment.”
This new revision of the Facebook app will also prioritize video looping in the main feed. And it will offer Facebook a way to do something like TikTok, which Instagram already does. Have you noticed how after a certain period of time after scrolling through Instagram you see posts from accounts you don’t follow? That Instagram thinks you might like. Of course, that’s the whole premise behind the TikTok For You page. And Facebook wants to bring some of that magic to its own app.
Competition with TikTok is intensifying
This is a proven page from the Zuckerberg playbook, by the way. If you can’t beat ‘ If it doesn’t, just copy them straight away.
Plus, here’s one of the biggest indicators that TikTok poses a potentially existential threat to Facebook, which has built perhaps the largest targeted advertising machine in history. TikTok has not only found a way to get into the habit of the coveted young users that Facebook wants to win back. It’s also expected to grow its US ad revenue by a staggering 184% this year. More specifically, up to 5.96 billion dollars.
It’s no wonder that Facebook sees TikTok as the latest and perhaps most dire threat to its core business. Especially with TikTok, currently the most visited website in the world, it has achieved the status that Facebook once enjoyed:
It is now a haven for influencers, celebrities, brands, and of course everyday individuals around the world.
Blake Chandlee, a former Facebooker who now serves as TikTok’s president of global business solutions, recently explained another important difference between the two products.TikTok is more of an entertainment platform than a social network.
“Facebook is a social platform,” Chandlee said. “They built all their algorithms based on the social graph. This is their core competence. Ours is not. We are an entertainment platform. The difference is significant. It’s a huge difference.”