Meta Revamped Facebook’s Feed to Fend off TikTok, Win Back Younger Users
- Feed now features a broader array of posts based on interest
- More young adults are back on Facebook after years of declines
Facebook parent Meta Platforms Inc. has spent the last several years overhauling its flagship social networking app, tweaking people’s feeds to feature a broader array of posts and videos in an effort to stave off competition from TikTok and win back younger users.
In late 2021, TikTok was on the rise, Facebook interactions were declining after a pandemic boom and young people were leaving the social network in droves. Chief Executive Officer Mark Zuckerberg assembled a handful of veterans who’d built their careers on the Big Blue app to figure out how to stop the bleeding, including head of product Chris Cox, Instagram boss Adam Mosseri, WhatsApp lead Will Cathcart and head of Facebook, Tom Alison.