This rebranding reflects Facebook’s evolving video strategy since the introduction of the “Watch” section in 2017. Initially focused on promoting TV shows and long-form content specifically created for Facebook, the company’s current video ambitions primarily revolve around Reels, its TikTok competitor, and algorithmically-recommended clips. Mark Zuckerberg has expressed a desire to transform Facebook into more of a “discovery engine,” emphasizing content discovery beyond users’ social networks.
The new video tab on Facebook introduces an “Explore” section, reminiscent of Instagram’s Explore grid. This section will feature trending videos and other recommendations grouped by hashtags.
