Meta introduced on Thursday that it was bringing again a function of “OG Facebook” — a Associates tab which is designed solely to spotlight content material from a consumer’s pals listing with out further really helpful posts.
In a weblog publish detailing the replace, Meta defined that this newest addition aligns with Fb’s foundational mission to facilitate significant social interactions amongst pals.
Initially, the Associates tab shall be obtainable solely to customers within the US and Canada, however broader availability is anticipated sooner or later.
Content material showcased inside this devoted tab will embody private posts, Reels, tales shared by pals, reminders of upcoming birthdays and pending good friend requests.
Till now, the tab had functioned primarily as a hub to handle good friend requests and urged connections by way of the “People You May Know” function.
This strategic shift follows Meta’s current efforts to revitalize Fb’s enchantment — notably amongst youthful demographics who’ve largely gravitated towards platforms like Instagram and TikTok.
Final October, Meta launched a redesign concentrating on Gen Z with an emphasis on neighborhood engagement, group discussions and video-centric content material.
Nonetheless, the Associates tab marks a deliberate pivot again towards extra intimate, friend-centric interactions.
Meta CEO Mark Zuckerberg signaled this return to the platform’s roots earlier in January in the course of the firm’s This fall earnings name, figuring out it as a central precedence for 2025.
“I think there are a lot of opportunities to make [Facebook] way more culturally influential than it is today,” Zuckerberg advised buyers on the time, including, “I think some of this will kind of get back to how Facebook was originally used back in the day.”
Whereas particular upcoming modifications weren’t detailed on the earnings name, the Associates tab rollout represents simply the primary part of what Meta says shall be quite a few updates all year long.
Acknowledging the drift away from Fb’s unique identification, Meta wrote in its weblog: “Over the years, Facebook evolved to meet changing needs and created best-in-class experiences across Groups, Video, Marketplace and more, but the magic of friends has fallen away.”
Customers can now entry the brand new Associates tab through Fb’s House Feed navigation bar or by way of the Bookmarks part within the app.
Moreover, customers have the choice to pin the Associates tab on to their House Feed for ease of entry by navigating to Settings & Privateness > Settings > Tab bar, the place they’ll customise their preferences.
Meta hopes this renewed emphasis on private connections and friendships will recapture the essence of early Fb by strengthening consumer engagement and reinforcing the platform’s relevance in a crowded social media panorama.
