Facebook’s Identity Crisis: Embracing the TikTok Trend

Facebook’s New Strategy to Compete with TikTok

In an effort to prevent users from migrating to platforms like TikTok, Facebook is gearing up for significant changes that may make it resemble its popular competitor. Tom Alison, head of Facebook, recently announced the upcoming testing of a “reimagined experience” that will introduce a full-screen video feature as soon as users open the app.

Meta, Facebook’s parent company, is set to roll out this experimental interface initially in countries where video content is highly favored, with plans for a potential expansion to the US in the coming year. The decision to focus on video stems from the observation that conversations, communities, and commerce are increasingly centered around this format, putting Facebook at risk of lagging behind its competitors. Despite being the most popular social platform globally, Facebook collectively lost 20 million users in the first quarter of 2026.

While Facebook remains a dominant force in the social media landscape, platforms like YouTube and TikTok are gaining ground. TikTok, in particular, surpassed 1 billion monthly users just three years after its launch, outpacing Facebook’s growth. In response, Meta introduced Reels for Instagram in 2020 to compete with TikTok and is now implementing similar features on Facebook. This strategic shift comes after Alison noted that he sees TikTok as the one chasing Facebook, not the other way around.

Facebook’s evolution from a social networking platform to a multifaceted service includes efforts to enhance user experiences by emulating features from rival platforms. The introduction of Seller, a Craigslist-like app for Marketplace sellers, and the Forum app for Facebook Groups demonstrate this trend. These moves aim to provide dedicated spaces for interactions, similar to Reddit’s subreddit communities.

In addition to platform enhancements, Facebook is revamping its user verification process. Previously requiring a paid subscription to Meta Verified, which starts at $11.99 per month, the platform now offers a free verified badge through a simple selfie verification process. This update aims to reassure users that a profile is authentic and linked to a real person.