Facebook is now using its machine learning ranking system to deliver personalised content to users on a new ‘Home’ page.
Meta CEO Mark Zuckerberg announced on Friday that Facebook’s main hub is getting a design overhaul with two new tabs, ‘Home’ and ‘Feed’.
The most exciting of these for content creators is the Home tab, which will use artificial intelligence (AI) to serve new photos, videos and text posts from a wider range of sources.
Prior to this change, users would only see content from family, friends and brands they follow.
However, Facebook will now recommend personalised content from pages that a user may not have known about before.
This could potentially boost the reach and engagement of posts published by marketers as they are more likely to be pushed to entirely new audiences.
The home tab will also feature Facebook’s Reels and Stories formats alongside regular content like photos and videos.
Meanwhile, posts from accounts a user already follows will be presented in the Feed tab.
This change will make it easier for people to keep abreast of updates from these pages, according to Zuckerberg.
In an official blog post, Facebook said the new home tab would now be “uniquely personalised”.
It added: “This system takes into account thousands of signals to help cut through the clutter and rank content in the order we think you will find most valuable.”
Facebook is already rolling out the two new tabs to users’ feeds but it will take a little longer to see how much of an impact it will have for brands using the platform for social media marketing.
