Meta has begun testing a new Facebook user experience in India that opens the app directly into a full-screen, Reels-centric video feed. The test, launched this week, targets users who prefer video content, placing Reels front and center while moving the traditional chronological feed to a secondary tab. Participants can opt out to return to the classic feed, Meta confirmed.
The initiative was first announced in July by Facebook head Tom Alison, who described the feature as designed for "video-heavy countries" before a planned U.S. rollout next year. The test in India follows earlier experiments with Reels-first experiences on Instagram in India and South Korea. Meta said the new interface aims to offer a more immersive, video-forward way to discover content, creators, and conversations on Facebook.
This move reflects Meta's broader strategy to prioritize video content across its platforms. Last year, the company mandated that all new videos on Facebook be shared as Reels and renamed the Video tab to Reels. Meta noted that young adults spend about 60% of their Facebook time watching videos. India has been a key market for Meta’s video initiatives, especially after TikTok was banned, making it a critical testing ground for short-form video features.
Meta’s Facebook app now counts among the largest social platforms globally, with its ecosystem reaching 3.58 billion daily active users across Facebook, Instagram, Messenger, and WhatsApp. The company’s next earnings report, due October 25, will reveal how these video-centric changes impact user engagement and monetization in key markets like India.