In a move to revive its original social networking roots, Meta has introduced a new ‘Friends Tab’ feature on Facebook that removes ads and algorithm-driven content, focusing solely on updates from user’s personal connections.
What is the Update?
The redesigned tab now displays the following:
- Friend’s posts and stories
- Personal Reels from Connections
- Birthday reminders
- Friend requests
This replaces the previous version that primarily showed friend suggestions and connection requests.
Why Now?
Company data revealed a steady decline in personal interactions on the platform. Zuckerberg stated, “I think there are a lot of opportunities to make [Facebook] way more culturally influential than it is today,” to the investors at the time. He added, “I think some of this will kind of get back to how Facebook was originally used back in the day.”
Key Features:
- Ad-free Experience: Unlike the main feed, no sponsored content will appear.
- Dedicated Friends Space: All friend activities are done in one place.
- Simplified Navigation: Easier access to personal connections.
Availability and Access
Currently rolling out to users in:
- United States
- Canada
Global expansion is planned, but no timeline has been confirmed.
To enable the feature:
- Open Facebook, click on your profile picture
- Navigate to Setting & Privacy > Settings > Tab bar
- Select “Friends” to pin to your navigation
Will This Bring Users Back to Facebook?
Some experts believe this move is “too little, too late,” as many users have shifted to Instagram, TikTok, or private messaging apps. However, others see it as a smart step to regain Facebook’s original appeal.
Industry Reaction
Digital marketing experts are divided on the move. Some praise the return to Facebook’s original purpose, while others question if it is enough to regain user trust after years of algorithm changes.
What is Next?
Meta hints at more “OG Facebook” updates this year, possibly including:
- Simplified Profiles (Like the early 2010s)
- Enhanced Privacy Controls
- Exclusive Features for Close Friends
Meta has indicated this is the first of several planned updates aimed at making Facebook feel more personal again. The company promises additional features focused on private connections that will launch throughout the year.
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