Facebook has announced new features aimed at making it easier for users to find and share Reels, as well as interact with friends over video content. The company says it has improved its recommendations engine to better understand user interests and show more relevant videos.
According to Facebook, time spent watching videos on the platform in the United States has increased by more than 20% year-over-year. The updated recommendations engine will now surface a greater variety of content, including both short clips and longer videos such as creator vlogs and DIY tips. The company noted that "reels over a minute make up a quarter of reels produced by creators with over 10,000 followers and over 50% of watch time on Facebook." Additionally, users will see 50% more reels from creators published that day.
Users are also being given more control over what they see. Facebook explained: "You can tap 'Not Interested' on a reel or flag a comment that doesn’t fit the spirit of the conversation and the recommendations engine will respond to these signals, making your reels even more personalized." Updates to the Save feature have been made to help users collect favorite reels and posts in one place. Facebook stated that saving content helps fine-tune recommendations for each user.
The company is introducing "friend bubbles" on Reels and Feed. This feature allows users to see which reels and posts their friends have liked. Tapping a friend bubble lets users start a private chat about shared interests. Facebook said: "So far, we’ve seen people enjoy bubbles as a way to discover what their friends are into, catch up over shared interests, and maybe even learn something new."
In addition, an AI-powered suggested search is being rolled out on select reels so users can explore topics further without leaving the player.
Facebook indicated that these changes are part of ongoing efforts to enhance personalization and social interaction around video content. The company said: "These updates are just the beginning — expect even more ways to personalize, connect, and have fun with Reels in the future."