Facebook gave us a simple brief. Explore how we get young people back.

Young people weren't using Facebook. They were using whatever Facebook hadn't bought yet.

The problem wasn't the content. It was the platform. Facebook felt like somewhere your parents went. No amount of algorithm changes was going to fix that.

So we changed the mechanic instead.

REACTION. A simple idea. The only way to see content is to film yourself watching it. Your face. Unfiltered. Before you've had time to think about it.

No curated feed. No performed response. Just the real thing.

Authentic data Facebook could never buy. And a reason for young people to actually show up.

FYI. BeReal launched in 2020. I wanted to launch Reaction was 2016. Just sayin’