As short-form videos continue to dominate Facebook, Meta is giving its flagship app a smarter push through a fresh algorithm update. The new Facebook Reels recommendation system now helps users discover vertical videos that truly match their personal interests and viewing habits.
According to Meta’s recent announcement, the updated algorithm “learns what you like faster and serves you newer, more relevant Reels.” A new “Not Interested” button lets people fine-tune their feeds even more, signaling to Facebook when a recommendation misses the mark. With each click, the system becomes more accurate and personal, adapting to every scroll pattern.
Facebook has also improved its Save feature, allowing users to collect their favorite Reels and posts in one place. Meta says this helps the algorithm refine its suggestions further, creating a more engaging and personalized watch experience that boosts overall viewing time worldwide.
Some of the latest additions — such as AI-based search recommendations and notifications showing when a friend has viewed a Reel — bring Facebook’s experience closer to Instagram’s familiar style. But overall, this update reinforces Meta’s continued effort to mirror TikTok’s successful content model, blending short, fast, and highly engaging video recommendations.
This move seems to coincide with moments when TikTok faces uncertainty in the U.S. market. During earlier political debates about TikTok’s ownership, Instagram quickly launched new editing tools inspired by ByteDance’s CapCut. Now, with discussions around a U.S.-based TikTok version still ongoing, Meta is seizing another chance to attract creators and users who want a stable alternative.
While some long-term Facebook users complain about the platform’s “TikTok-ification,” Meta insists its shift toward short-form video is purely driven by audience demand. The company reported that U.S. users now spend 20% more time watching videos compared to last year — proof that Reels is reshaping how people interact with Facebook content.
TikTok’s dominance still influences Meta’s direction, but this update aims to go beyond imitation. By surfacing 50% more recently published videos and focusing on originality rather than recycled clips, Facebook hopes to deliver a feed that feels fresher, faster, and more authentic. And if the new algorithm misses, the “Not Interested” button is right there to keep things on track.
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