Facebook Mimics TikTok With Full-Screen Video Tests

Facebook is initiating tests for a significantly altered user experience, prioritizing a full-screen video format upon app launch. This initiative is designed to compete with rivals like TikTok and is initially targeting countries with high video content consumption. The move reflects a response to observed user behavior and a concerning decline in user numbers.

This strategic pivot follows Meta's collective loss of 20 million users in early 2026. Although Facebook remains a leading social platform, intense competition from YouTube and TikTok, which rapidly surpassed one billion users, necessitates these changes. Facebook's earlier introduction of Reels for Instagram in 2020 was a similar attempt to counter TikTok's influence.

Beyond video, Facebook is diversifying its services. A new Seller app, akin to Craigslist, has been launched to aid Marketplace sellers in managing listings and buyer communications. Additionally, the Forum app provides a dedicated space for Group interactions, mirroring Reddit's subreddit model. Facebook is also adjusting its verification system, now offering free badges via selfie verification alongside its paid Meta Verified subscription.

The platform's initial video tests are slated for later in 2026, with potential expansion to the US in the following year. This series of updates underscores Facebook's ongoing efforts to adapt and maintain user relevance in a dynamic social media landscape.