Facebook is planning some of its biggest changes in years, aiming to hold onto users who are flocking to competitors like TikTok, YouTube, and Reddit. The social network's head, Tom Alison, announced that the company will begin testing a "reimagined experience" later this year that will display a full-screen video feed the moment users open the app. This design closely mirrors the default interface of TikTok, the short-form video platform that has exploded in popularity since its launch.
The test will initially roll out in countries with a strong preference for video content, with a potential expansion to the United States next year. Meta, Facebook's parent company, did not release mockups of the interface, but the shift is driven by data showing that "video is where conversations are happening, communities are forming, and even commerce is starting to take place." The move is a stark reversal from Facebook's earlier stance: in 2022, Alison told The Verge that he saw "TikTok chasing Facebook," not the other way around.
Facebook's urgency is understandable. While it remains the largest social platform globally, its user numbers are slipping. In the first quarter of 2026, the company reported losing 20 million users across its family of apps. TikTok, meanwhile, surpassed 1 billion monthly active users within three years of its global launch, a pace that Facebook needed more than eight years to match. YouTube is also closing the gap, with over 2 billion monthly users.
This is not Facebook's first attempt to replicate TikTok. The company launched Reels for Instagram in 2020, which became a core part of that app's feed. Now Facebook wants to bring a similar experience to its original platform. However, integrating full-screen video into Facebook's news feed, which has historically been a mix of text, photos, links, and videos, presents significant challenges. Users accustomed to scrolling through updates from friends, groups, and pages may find a video-only feed disorienting.
At the same time, Facebook is also borrowing features from other competitors. The company is launching a new app called Seller, which is a dedicated marketplace tool for sellers to manage listings, track performance, and communicate with buyers. This app is reminiscent of Craigslist, the classifieds giant that Facebook Marketplace has long fought for dominance. Seller aims to streamline the selling process and encourage more commerce on Facebook's network.
Earlier this year, Facebook also introduced Forum, a separate app for interacting with Facebook Groups. Forum mimics the structure of Reddit, allowing users to engage in topic-specific communities without the clutter of the main Facebook feed. These apps are part of Facebook's strategy to create specialized experiences rather than trying to be everything for everyone.
Beyond video and commerce, Facebook is also updating its verification system. The company now offers a free verified badge to users who complete a simple selfie verification process. Previously, verification required a paid subscription to Meta Verified, which starts at $11.99 per month. The free badge helps users confirm that a profile belongs to a real person, which could reduce impersonation and spam. However, the paid verification tier still exists for those who want additional perks like customer support and account protection.
These changes come amid a broader transformation of the social media landscape. TikTok's success has forced all major platforms to prioritize short-form video, but Facebook must also contend with the rise of niche communities on platforms like Reddit, Discord, and Telegram. Furthermore, the shift toward commerce has made apps like Instagram and Pinterest critical for brands, and Facebook's new seller tools are an attempt to capture more of that market.
Facebook's history is one of constant reinvention. Launched in 2004 as a college-only social network, it rapidly expanded to the general public and introduced features like the News Feed, photo sharing, and the Like button. In 2012, it acquired Instagram, and in 2014 it bought WhatsApp and Oculus VR. More recently, it launched Facebook Marketplace, Facebook Dating, and Facebook Gaming. However, many of these features have struggled to gain traction against more focused competitors.
The full-screen video test, if successful, could redefine how billions of users experience Facebook. But it also risks alienating those who prefer text and photo-based content. Meta appears willing to take that risk, betting that a more immersive video experience will increase engagement and reverse user declines.
Industry analysts note that Facebook's challenge is not just about copying features but about retaining its identity as a social platform where people connect with friends and family. TikTok's algorithm-driven feed is designed for endless consumption of content from strangers, whereas Facebook's original value proposition was connecting with people you already know. Striking the right balance will be crucial.
Meanwhile, the launch of Seller and Forum indicates Facebook wants to become a "platform of platforms," hosting specialized experiences within its ecosystem. This approach has worked for companies like Alphabet and Microsoft, but it requires careful management to avoid fragmenting the user base.
The new verification process, both free and paid, addresses growing concerns about authenticity online. Since the 2016 U.S. election, social media companies have faced pressure to verify identities and combat misinformation. Facebook's free badge is a step toward making verification accessible to everyone, but it remains to be seen how effective a simple selfie check will be against sophisticated impersonation attempts.
As Facebook moves into this new era, its success will depend on execution. The full-screen video test needs to be seamless and well-received. Seller and Forum need to attract critical mass. And verification changes must inspire trust without burdening users. The next few months will be pivotal for the company as it tries to prove that it can still innovate and compete in a fast-changing digital landscape.
In the longer term, Facebook's shift toward video and specialized apps may be a blueprint for how legacy social networks adapt. If the test succeeds, other platforms like Snapchat and LinkedIn might follow suit. If it fails, Facebook could face further user erosion and become a secondary platform for an aging demographic. For now, the company is betting big on a TikTok-like future, hoping that what worked for its rivals will work for it as well.
Source: The Verge News