Facebook Tests Full-Screen Video Amid TikTok Competition

Facebook is set to begin testing a "reimagined experience" later this year that will immediately place a segment of users into a full-screen video interface upon opening the app. Meta, the parent company, announced the initiative as it grapples with declining user numbers and intense competition from rivals such as TikTok. The experimental feature will initially roll out in countries with a strong preference for video content, with potential expansion to the United States in 2026.

Facebook's head, Tom Alison, stated that the platform observed "video is where conversations are happening, communities are forming, and even commerce is starting to take place," indicating a strategic shift to adapt to evolving user habits. This recalibration comes at a critical juncture for Meta's original social media platform. While Meta does not disclose specific user figures for Facebook alone, the company reported a collective loss of 20 million users across its platforms in the first quarter of 2026. Although Facebook remains the world's most popular social platform, it faces significant competition. YouTube is a close second, and TikTok has rapidly grown, surpassing the 1 billion monthly user milestone within three years of its launch – a pace considerably faster than Facebook's initial growth.

This is not the first time Meta has responded to TikTok's dominance. In 2020, the company launched Reels for Instagram, a feature designed to directly challenge TikTok's short-form video format. The current developments suggest a similar strategy is being pursued for Facebook itself.

Adapting to a Changing Digital Landscape

Facebook has evolved over the years from a primary social networking site into a multifaceted platform incorporating social services, e-commerce, and community features. To maintain relevance and user engagement, the company has been emulating successful elements from rival platforms. In addition to the video experience tests, Facebook has recently launched several new features. Seller, a dedicated application akin to Craigslist, aims to help Marketplace sellers manage listings and buyer communications. Earlier this year, the company introduced the Forum app, providing a centralized space for users to engage with Facebook Groups, mirroring the community structure of platforms like Reddit.

Meta is also updating its user verification system. Previously, verification required a paid subscription to Meta Verified, starting at $11.99 per month. Now, Facebook is introducing a free verification badge obtainable through a "simple selfie verification" process. The goal is to assure users that profiles are linked to genuine individuals, enhancing trust and authenticity on the platform. The success of these adaptations will be crucial in determining Facebook's trajectory in the increasingly competitive social media landscape, especially as younger demographics gravitate towards video-centric platforms. The company's ability to integrate these new features seamlessly and provide a compelling user experience will be key to retaining and attracting users in 2026 and beyond.