Case Study · Meta · 2024–2026
Modernizing Facebook’s Comment Experience
A seven-month modernization of public conversation for 3 billion people. Nine teams. Head-of-Facebook ship approval.
Facebook was losing the next generation
By 2025, Facebook's comment participation rate had declined year-over-year, while Instagram, TikTok, and YouTube were all trending the other way. Leadership saw conversation as the product area that could win this back. No one had figured out how.
“The behavior we should try to reinforce for creators is whatever leads to more authentic interactions”
— Mark Zuckerberg
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Read how it actually got built
Strategy, system design, cross-org alignment, and the shipped product, in detail. The receipts behind work that earns trust at global scale.
Press
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The commenting experience across Feed, Groups, and Reels has also been simplified with streamlined replies, prominent badging, and new pinning tools, so conversations are easier to follow.
— Meta Newsroom
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Commenting across Feed, Groups, and Reels is getting its own set of tweaks. Replies are getting more streamlined, badges will be more visible, and users get new pinning tools. Meta says this will make conversations easier to follow, and expanded controls will let creators and admins more easily monitor conversations.
— Tech Crunch
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Comments, replies, and community conversations are getting a refresh too. The update simplifies commenting across feeds, groups, and Reels, introduces pinning tools, and gives creators and admins improved moderation control.
— Hypebot