Facebook Reels Comes With New AI Features And 'Friend Bubble' To Improve User Interaction

Facebook Reels, added artificial intelligence (AI)-based features as well as a new social feature called 'friend bubble'. (photo: x @webinkspark)

JAKARTA - Facebook continues to innovate to maintain its platform's appeal amid the intense competition in the social media world. This time, the Meta-owned company brought a major update to Facebook Reels, adding artificial intelligence (AI)-based features as well as a new social feature called the friend bubble.

This update is designed to make it easier for users to find relevant content while strengthening interactions with their friends on the platform.

Facebook explains that the Reels recommendation system is now reinforced by a new AI machine that is able to understand user preferences more accurately. "As a result, we will show you more things you like, be it short clips, long videos, vlog creators, or DIY tips," Facebook said in its official statement.

'Friend Bubble' Feature: Social Touch On Reels

One of the most interesting features of this update is the friend bubble', which was previously introduced on Instagram. This feature allows users to see a small bubble above Reels that indicates that their friends already like the video.

When users tap on the bubble, private conversations (chats) will open directly between users and their friends, allowing them to discuss the video directly. With this feature, Meta seeks to restore social aspects of social media to encourage conversations between users who have the same interest in certain content.

Advanced AI For Recommendation And Search

In addition to the 'friend bubble', Meta also introduces AI-based search features in Reels. When watching videos, users will be presented with search suggestions (sugged searches) curated by AI based on the video topic.

This feature allows users to explore more in content they like without having to leave the Reels player, making it a smoother and more interesting experience. For example, if someone watches a video about fast food recipes, the AI system will automatically display recommendations for other similar culinary-themed videos.

Meta Strategy Change: Focus On Videos And AI

This transformation shows how Facebook and Instagram are increasingly turning to video content a strategy that mimics TikTok's success. In the past, Facebook was known as a place to share moments and communicate with family and friends. Now, Meta's new algorithms and features show a clearer direction: videos are the future of social media.

Instagram is even testing major changes in its app's starting view. If previously users opened the app and immediately saw the main feed, now Meta is experimenting with getting users directly directed to Reels when opening Instagram, similar to the experience when opening TikTok.

Positive Impact On Watch Duration

The changes made by Meta so far seem successful. In its latest financial report, the company mentioned that video viewing time on Facebook increased 20% year-over-year. This figure shows that a new approach by prioritizing Reels and AI features has made users more comfortable in the app.

With this move, Meta further emphasizes its position as a major player in the realm of short video-based social media. Through a combination of smarter AI and more personal social interactions, Facebook hopes users not only find more content they like, but also have stronger reasons to stay connected to their friends on the platform.