Facebook is launching into the Reels accelerator. In a just-announced algorithm tweak, Meta is rebalancing what people see—showing more short-form videos that are more in their tastes and offering people more control over what they see in their feeds. The moves aren’t just about trying to do a better job at competing with TikTok and YouTube Shorts, but also about addressing years-long user annoyance with repeat, irrelevant, or low-quality content.
At the heart of the update is a revamped recommendation engine that “learns your interests quicker” and surfaces 50 percent more Reels that were posted on the same day you’re scrolling. In other words, fresh content will be prioritized. The result? Users are more likely to stumble upon videos that feel timely and relevant rather than content recycled from months-old archives.
Meta is also launching new friend bubbles, visual cues overlaying Reels and feed posts, indicating which ones your friends have liked. Tap on the bubble, and a user can initiate a direct chat with them regarding the content. It’s a small but socially conscious adjustment—designed to reclaim some of Facebook’s roots as a site for connection instead of infinite scrolling.
To further individualize the experience, Facebook has opened up the user’s role in influencing their feed. Users can now tap “Not Interested” on a Reel or flag a comment, signaling to the system what users would like to see less of. Over time, these inputs help refine the content that lands in the Reels stream. Meanwhile, the Save feature has been upgraded, making it easier to collect favorite Reels and posts into one place—and reinforcing the algorithm’s understanding of what matters to the user.
On the discovery side, Meta is rolling out AI-powered search prompts on select Reels, mimicking TikTok’s “gray suggestions” format. These prompts help users dive deeper into related topics without leaving the Reels playback view. This aims to boost engagement and make content discovery more intuitive.
The shift is driven by more than just surface tweaks. Meta reports that its video engagement metrics have improved significantly—time spent watching videos on Facebook is up more than 20 percent year over year in the U.S. The algorithm overhaul, Meta says, is intended to build on that momentum.
This update arrives as Facebook continues to blur the lines between traditional feed posts and video content. Earlier in 2025, Meta announced that going forward, all new videos will be classified as Reels—eliminating previous restrictions on formats and lengths. The move strengthens Facebook’s commitment to a video-first future and simplifies how creators distribute content across the platform.
Reactions from creators and brands have been mixed. Many see opportunity in the new emphasis on fresh content, as consistently posting timely, high-quality videos now offers more potential for reach. But others worry about the volatility—if users mark Reels “Not Interested” too often, a creator’s visibility might suffer. To succeed, content will increasingly need to be both engaging and contextually aligned with viewer preferences.
The new friend bubbles feature also injects a bit of social nuance into discovery. Posts liked by a user’s network may gain additional traction as observers tap those bubble indicators. In practice, Reels might ripple outward through personal networks more organically than before.
Still, questions remain about moderation, transparency, and fairness. Meta has in the past faced backlash when algorithmic decisions amplified graphic or controversial content. In early 2025, for example, Instagram users saw a surge of violent media in their Reels feeds—some without any apparent oversight—and Meta later apologized for the malfunction. As the Reels algorithm takes center stage on Facebook, any unintended amplification of harmful content could reignite concerns about how platforms police recommendation systems.
In a crowded social media landscape, Meta is clearly trying to reassert Facebook’s relevance. By blending stronger personalization, more user control, and social signals, the company is betting it can reposition Facebook not just as a hybrid newsfeed but as a more dynamic, video-forward, interactive platform.
For everyday users, the changes may start subtly—seeing more recent Reels, getting prompts to skip those you dislike, and spotting friends’ reactions as you scroll. Over time, the experience could feel more tailored and less chaotic. For creators, the update is a call to sharpen strategy: favor freshness, value feedback, optimize discoverability, and lean into community conversations.
The shift is emblematic of a broader industry trend. Social media platforms steered by algorithmic feeds must constantly juggle two impulses: serendipity and control. Users want unexpected yet relevant content, but also hate feeling “trapped” in algorithmic echo chambers. Updates like this reflect a more user-centric posture—meticulously curated feeds that welcome direct signals about user preference rather than assuming all engagement is positive.
Of course, the success of this update depends on execution and trust. Users must feel that their “Not Interested” signals are taken seriously. Creators must trust the system won’t arbitrarily suppress their voices. And Meta must remain vigilant about skewing toward sensational or borderline content in pursuit of views.
Ultimately, Facebook’s new algorithm signals a shift away from passive curation toward an interactive, feedback-driven experience. As Reels become the default form for video content and the recommendation engine becomes more responsive, Facebook may well look less like a feed and more like a continuously adapting showcase—one where what you see tomorrow depends intimately on how you interact today.
