Meta Platforms Updates Facebook Reels With Smarter Recommendations

October 7, 2025

This article first appeared on GuruFocus.

Meta Platforms (META, Financials) is adding new features to Facebook Reels that are meant to make the short videos more sociable and fun to watch.

The business said it has made its recommendation system stronger so that it can better identify what users like and show them new stuff more quickly.. The new engine now shows 50% more Reels from creators on the same day they’re posted, giving users fresher content.

Meta also introduced friend bubbles, a feature that lets users see which Reels and posts their friends have liked and tap to start private chats about shared interests. The company said the goal is to bring back more direct social interaction on Facebook.

Other additions include suggested searches within Reels to help users explore related topics, an improved Not Interested button, and better comment flagging tools. Users can also save Reels more easily, helping the platform refine what it recommends.

Meta reported that time spent watching videos on Facebook has grown more than 20% over the past year in the U.S. Longer videos over one minute now account for half of total Reels watch time among top creators.

The company said more personalization and social tools will be added in future updates.