Meta Tests Full-Screen Video Interface to Stem User Losses
The social media giant is rolling out a full-screen video interface to a subset of users in select markets, following a collective loss of 20 million users across its platforms in the first quarter of 2026.
Facebook is preparing to test a new interface that presents full-screen video content immediately upon opening the app, a move designed to bolster engagement against rivals TikTok and YouTube. The initiative, described as a “reimagined experience,” was announced by Facebook head Tom Alison and is scheduled to begin later this year for a subset of users. The test will initially target countries with a strong preference for video content, with a potential expansion to the United States planned for next year.
The strategic pivot comes as Meta grapples with a decline in its user base. According to the company’s own data for the first quarter of 2026, Meta collectively lost 20 million users across its platforms. While Facebook remains the most popular social platform globally, YouTube holds the second position, and TikTok has rapidly closed the gap, surpassing the one billion monthly user milestone just three years after its launch.
Alison noted that the company is responding to a shift in how users consume content, observing that “video is where conversations are happening, communities are forming, and even commerce is starting to take place.” This marks a significant evolution for the platform, which has historically grown into a mix of social and commerce services. The move mirrors Meta’s earlier launch of Reels for Instagram in 2020, an attempt to compete with TikTok’s short-form video dominance.
In a broader effort to emulate successful features from rival platforms, Facebook is also introducing dedicated tools for sellers and community managers. The company is launching Seller, a dedicated application for Marketplace sellers to track performance and manage listings, which functions similarly to Craigslist. Additionally, Facebook launched its Forum app earlier this year to provide a dedicated space for Facebook Groups, drawing comparisons to Reddit’s subreddit communities.
The company is also adjusting its verification processes to enhance trust. While the paid Meta Verified subscription remains available starting at $11.99 per month, Facebook is introducing a free verified badge. This badge can be obtained through a “simple selfie verification” process, aiming to confirm that profiles are linked to real people without requiring a subscription fee.
Meta did not share specific visual examples of the experimental new interface, and the exact number of users affected by the initial full-screen video test remains unspecified. The timeline for the US expansion is currently described as planned rather than confirmed. Despite the competitive pressure, Alison previously stated in 2022 that he viewed TikTok as chasing Facebook, rather than the reverse, though the current strategy suggests a more aggressive defensive posture.
