Facebook is rolling out some significant changes to the way it serves content to its users.

Home feed split in two

The single home feed is being replaced with two separate tabs:

A feed tab will feature posts from friends, groups and pages that you’re connected to. You can choose who appears in this tab.

A new home tab will be used by Facebook to push new content to you based on it’s algorithm. This is more akin to TikTok and will include videos, text posts and images.

Why is Facebook making this change?

According to Mark Zuckerberg, it’ll be easier to see posts from friends and family.

That is true, but it also allows Facebook to serve new posts from pages you’ve never engaged with, creating an endless rabbit hole of content and ensuring users remain on the platform for longer, instead of disappearing off to TikTok.

What does this mean for marketers?

For your organic posts, it’s possible these changes will ensure more of your followers see your page’s posts, as they’ll now have a separate tab for pages they actively follow. (On average only 5-10% of your followers ever see your posts).

It’s also possible that Facebook could use this new Home tab to place your page in front of a new audience. This would broaden your reach and help to create more brand awareness.

From a lead generation perspective, Reels and Stories are where it’s at. Facebook is keen to push these so that users remain on the platform for longer.

So when you’re creating your ads, keep these things in mind:

  • Always create a version of your ad that is mobile-friendly. Never rely on Facebook to resize your ad for you, it never performs as well (in our experience).
  • Short videos of less than 15 seconds will be used within Reels, so make sure you grab attention in the first second, keeping it punchy and fast-moving, with sound if possible.
  • Image ads can still work well, so always test these alongside videos.