Last week saw the launch of F8, Facebook's annual developer conference.
Over the past few days Facebook has released a flurry of updates, revelations and snippets hinting at where the platform is heading in 2015.
Here's a round up of the biggest announcements.
1. Messenger's big future
Facebook has big plans for Messenger. Recently updated so friends can make payments to one another – now the app is opening up to developers.
Translation: Messenger is virtually becoming its own platform and will soon be sporting all sorts of extra features and functionality. Handy considering over half of all Facebook users access the platform from a mobile device.
2. Embedded videos
Video continues to loom large in Facebook's plans. At F8 Facebook announced users will soon be able to embed Facebook videos on their blog or website – a space currently dominated by YouTube and Vimeo.
In a further nod to its video vision, Facebook will also support 3D spherical video, which allows users to pan around a video with their mouse.
3. Improved app analytics
Facebook has just announced Analytics for Apps, a new feature aimed at giving marketers more demographic ammo to better target campaigns.
Analytics for Apps gives insights into who is using your app, in addition to conversion rates and how far certain groups progress in the sales cycle.
As the data becomes deeper expect more mobile personalisation in 2015.