Meta has unveiled a sweeping refresh of Facebook Reels, adding smarter recommendations, new ways to interact with friends, and deeper personalization controls to make the experience more engaging, social, and tailored to each viewer.
The rollout was announced in a blog post titled “Upgrading Facebook Reels – Now Smarter, Faster, and More Social,” which Meta framed as part of its ongoing push to elevate video on Facebook.
At the core of the update is a faster-learning recommendation system. Meta says the engine now locks onto user interests more quickly and surfaces 50% more same-day reels from creators, so feeds feel fresher—whether you’re into quick skits, creator vlogs, or DIY walkthroughs. Meta also noted that time spent watching videos on Facebook in the U.S. climbed over 20% year-over-year, reinforcing the platform’s standing as a home for all kinds of video.
The algorithm is also more responsive to feedback. Tapping “Not Interested” on a reel or flagging a comment helps the system adjust instantly, while saving favorite reels or posts further sharpens what you see next—tuning recommendations in ways Meta says have boosted watch time globally.
A standout social feature, “Friend Bubbles,” shows which of your friends have liked a reel or post. Tap the bubble to jump straight into a private chat from the reel, blending discovery with conversation and bringing Facebook closer to its roots: connecting people around shared interests and creators.
Reels is also getting AI-assisted suggested search. Without leaving the player, viewers can drill into topics, trends, and creators related to what they’re watching—turning a single clip into a deeper, curiosity-driven exploration.
Meta emphasizes that users have more control than ever. With streamlined feedback tools and improved saving options, the company aims to balance algorithmic smarts with human choice so each feed better mirrors real preferences.
Looking ahead, Meta describes this as the start of a new phase for Reels—one focused on personalization, community, and user empowerment. “The magic of Facebook has always been in connecting with others,” the company said. “These new features make it easier to connect with friends over the content you care about, while giving you more ways to shape your viewing experience.”
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