Streets Ahead: Facebook Local Tab, DOJ Weighs Google Breakup
In this week’s Streets Ahead update, SOCi looks at Facebook’s new local tab as well as the DOJ recent recommendations that may lead to the breakup of Google.
Facebook Unveils Local Tab in Youth-Focused App Redesign
The News Facebook has introduced a major app redesign, described by Social Media Today as a “youth-focused refresh.” This update comes as young adult engagement rises on the platform, fueled by Meta’s success with AI-recommended content and the growing popularity of Reels, with a 20% increase in viewership.
As part of the redesign, Facebook is introducing new Local and Explore tabs. The Local tab aggregates content from Marketplace, Groups, Reels, and Events specific to users’ areas, offering a more visually oriented experience akin to Nextdoor. Meanwhile, the Explore tab curates content based on users’ interests rather than location.
Additionally, a new Video tab will showcase Reels in full-screen mode, similar to TikTok, as Meta reports that young adults spend nearly 60% of their Facebook time watching videos.
The Local tab, which will help users discover nearby businesses and events, will first launch in select U.S. cities, including Austin, New York, and Los Angeles, before expanding nationwide.
Why This Matters This is likely Meta’s most ambitious effort yet to lure the TikTok audience back to Facebook, reinforcing its strategy of adopting TikTok’s model of recommending engaging content beyond users’ immediate social circles. However, Meta is adding its own twist by emphasizing local connections more directly than TikTok has. Recent SOCi research shows that younger consumers are increasingly using social media for local search and recommendations, and Meta is clearly positioning itself to capitalize on this growing trend.
DOJ Weighs Google Breakup as Possible Remedy for Monopoly Violation
The News Weeks after a ruling that Google operates as an illegal monopoly in its search business, the Department of Justice (DOJ) has issued recommendations hinting at potentially drastic penalties. Among the proposed measures, Google could be forced to divest from its Chrome browser and Android operating system, as well as share critical data on search indexing, AI technology, and ad ranking with competitors. While not yet binding, these recommendations suggest the government may seek penalties that could significantly reshape Google’s operations.
In response, Google criticized the DOJ for expanding the lawsuit beyond its initial focus on search agreements with companies like Apple to other areas of its business.
In a related case, a judge ruled against Google this week in Epic v. Google, which centered on anti-competitive practices in the Google Play Store. Pending appeal, Google will be required to allow other apps to serve as app stores within the Android ecosystem.
Why This Matters Antitrust cases tend to unfold slowly, and their outcomes are hard to predict, but it’s becoming clear that Google will likely have to negotiate with the U.S. government to allow more room for competition. In response to the DOJ’s recent recommendations, Google argued that these actions come “at a time when competition in how people find information is blooming, with new entrants and technologies like AI transforming the industry.” Regardless of whether these new competitors weaken the monopoly case against Google, they stand to gain from any measures that limit the tech giant’s dominance.
Google’s Privacy Shift: Balancing User Privacy, Ad Utility, and Industry Concerns
