Are you ready for you ready for everything to look like TikTok?
Meta is testing a new, immersive, full-screen video feed for Facebook and Instagram that mimics the TikTok user experience. While these features are currently in testing phases in select countries, they signal a long-term strategic shift toward prioritizing short-form video content across Meta's platforms.
Why it matters
This shift represents the 'TikTok-ification' of social media, fundamentally changing how users interact with content and how platforms prioritize engagement metrics.
Since TikTok burst into mainstream consciousness, many things have been called a “TikTok clone”: YouTube Shorts, Instagram Reels, Snapchat Spotlight, Netflix’s Clips, LinkedIn’s vertical video feed, and countless other, less recognizable names like Triller, Zynn, and Byte.
For years now, Facebook and Instagram have pumped users’ feeds with video as Meta chases TikTok’s runaway success. But if tests running abroad are any indication, the TikTok-ification of social media might finally be reaching its fullest form.
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