Meta tests full-screen video feed in 2026 as Facebook mimics TikTok

Meta is testing a full-screen vertical video feed on Facebook, turning the social network into a TikTok clone.

Meta Platforms on Thursday said it will begin testing a full-screen vertical video feed on Facebook, a product shift that puts the social network's core interface in direct competition with ByteDance's TikTok.

The test will present users with a feed of algorithmically recommended full-screen videos upon opening the app, Meta said in its announcement. The format mirrors TikTok's "For You" page and represents the company's most aggressive attempt to capture the short-form video audience.

Meta has spent the past several years integrating short-form video through Reels across Facebook and Instagram. The full-screen test marks a departure from Facebook's traditional multi-format feed of text, photos, links, and videos — a format that has defined the platform since its founding in 2004.

The test comes as TikTok faces regulatory uncertainty in the US and Europe, creating an opening for Meta to capture displaced users and advertisers. A successful pivot could boost engagement and ad revenue for Meta, but risks alienating Facebook's existing user base accustomed to the platform's traditional interface.

Why Facebook Is Chasing TikTok's Format

The move represents Meta's latest attempt to counter TikTok's rapid growth since ByteDance's app surpassed 1 billion monthly active users. Facebook's core product has struggled to attract younger users, who increasingly favor TikTok and Instagram for video content. Meta's advertising business depends on user engagement and time spent on platform, making the short-form video format a strategic priority.

A full-screen video feed could increase viewing time and ad inventory, but may reduce the effectiveness of traditional News Feed ads that have been Meta's primary revenue driver. The company has not disclosed how it plans to balance video recommendations with the social features — friend updates, group posts, and event invitations — that differentiate Facebook from TikTok. Meta's previous attempts to push video content, including a 2022 redesign of the Facebook video tab, generated mixed results.

A Pattern of Platform Pivots

The test follows similar experiments by other social platforms. Instagram introduced a full-screen home feed in 2022 before reverting some elements after user backlash. YouTube has expanded its Shorts product to compete directly with TikTok, while Snapchat has added TikTok-style features to its Discover tab. Each platform faces the same tension: adopting TikTok's format risks losing the identity that attracted users in the first place.

The shift also raises questions about the future of Facebook's original value proposition. The platform was built around connecting users with friends and family through text and photo updates. A full-screen video feed prioritizes entertainment over social connection, potentially changing how users perceive and interact with the platform. For advertisers, the change could open new opportunities for video-based campaigns while reducing the visibility of link-based and text-based content.

Meta did not disclose which markets will receive the test or how long it will run before a potential broader rollout. The company typically tests major product changes in small markets before expanding to larger user bases. Early test results will determine whether the full-screen feed becomes a permanent feature or remains an experiment.

For investors, the outcome carries significant implications for Meta's growth trajectory. If the full-screen format drives higher engagement and ad revenue, it could strengthen Meta's competitive position against TikTok. If it alienates existing users, it could accelerate churn among Facebook's core demographic. The market reaction will depend on early test results and execution.

This article is for informational purposes only and does not constitute investment advice.