Meta Platforms has introduced updates to Facebook Reels, improving its recommendation engine and adding new ways for users to connect through shared content. The company said the enhancements are part of its effort to make the platform’s video experience more personalized and social.
The upgraded AI system now learns user interests faster and surfaces newer, more relevant videos, including short clips and longer creator content. Meta reported that time spent watching videos on Facebook in the U.S. has grown by more than 20% year-over-year, reflecting the rising popularity of Reels and improved discovery tools.
Facebook is also introducing “friend bubbles,” which highlight Reels and Feed posts liked by friends and allow users to start private chats directly from the content. The feature is aimed at making it easier to discuss and share interests within the app.
Additional updates include AI-powered suggested search on select Reels to help users explore related topics, along with new options to mark videos as “Not Interested” and an improved Save feature for organizing favorites. These refinements aim to give users greater control over what they see.
Meta said the changes reflect Facebook’s ongoing shift toward a more connected, interest-driven experience centered on short-form video. The company described the upgrades as an early step in a broader plan to make Reels more interactive and tailored to individual users.
Source: Meta