Facebook has redesigned the main attraction of its social network to address complaints that its website has turned into a jumble of monotonous musings and random photos.
In an attempt to breathe new life into Facebook's News Feed, the company will introduce new controls that allow people to sort streams of photos and other material into organized sections.
With the makeover unveiled Thursday, Facebook CEO Mark Zuckerberg hopes to turn the News Feed into something more like a newspaper tailored to the particular interests of each of the social network's more than 1 billion worldwide users.
Although Zuckerberg didn't say it, the overhaul also appears to be aimed at carving out more space to show larger and more dynamic ads within the News Feed as Facebook seeks to boost its revenue and stock price.
Previous tweaks to the News Feed have triggered howls of protest among Facebook's users. Hoping to minimize the grousing this time around, Facebook intends to roll out the changes in phases. It will probably be six months to a year before everyone who accesses Facebook on a personal computer sees the revamped News Feed, the company said. The facelift is likely to be more jarring for those who only visit Facebook on a PC because it incorporates some features already deployed in the social network's mobile applications for smartphones and tablet computers.
"They needed to freshen things up," said Brian Blau, research director of consumer technologies for Gartner Inc. "This should bring a lot of cooler things" into the News Feed.
The new features will enable users to choose to see streams of content that may feature nothing but photos or posts from their closest friends, family members or favourite businesses. Or they can just peruse content about music, or sports, as if they were grabbing a section of a newspaper. Other newspaper-like changes will include lists of events that users' social circles have flagged for the upcoming weekend and other summaries meant to resemble a table of contents.
By adding more personal touches, Facebook is acknowledging that the computer-generated formulas that it has been using to determine the content shown to each user have become less effective as the social circles within its network have widened to include a more diverse array of information.
"This gives people more power to dig deeper into the topics they care about," Zuckerberg said while discussing the makeover at Facebook's Menlo Park, Calif. headquarters.