Facebook tests going Reels-first in India
Meta is testing a new Facebook interface in India that opens some users directly into full-screen Reels video, prioritizing short-form video over the traditional Feed. The experiment, first announced by Facebook head Tom Alison, is part of a broader push to make Reels central to Facebook’s user experience and may be tried in the U.S. next year.
Why It Matters
Shifting the default entry point of Facebook toward full-screen video signals a major product emphasis on Reels and short-form content, which could change user engagement patterns and ad inventory if widely rolled out. India — Facebook’s largest market by user count — is being used as the initial testbed, reflecting the country’s high video consumption on Meta platforms.
Key Facts
- Test location: India
- Feature: Some users open directly into full-screen Reels video rather than the classic Feed
- Opt-out: Users included in the test can opt out and return to a Feed-first experience
- Classic feed availability: The traditional Feed will remain available as a second tab in the app
- Announcement: Test first outlined in July by Facebook head Tom Alison; U.S. testing may follow next year per Alison's comments
Meta has begun trialing a new Facebook user experience in India that routes selected users straight into full-screen Reels video when they open the app. The experiment, described by Facebook head Tom Alison in July, aims to create a more immersive, video-led experience and is being piloted in “video-heavy” markets outside the U.S.; Meta said it may explore a U.S. test next year.
Participants included in the trial retain control: Meta says those users can opt out and return to a Feed-first layout. Regardless of the test, the company intends to keep the classic Feed accessible as a second tab in the Facebook app.
The trial extends a longer-term shift at Meta toward video. Last year the company announced that all newly posted videos on Facebook would be shared as Reels regardless of length, and it renamed the app’s Video tab to “Reels.” Meta has previously reported that young adults spend roughly 60% of their Facebook time watching videos, and the company is increasingly positioning Reels as a primary surface for content.
India has been a frequent testing ground for Meta’s video initiatives. In 2020 Instagram trialed a dedicated Reels tab in India months after TikTok was banned there, and Meta ran a Reels-first Instagram test in India and South Korea last year that similarly booted users into a video-first view. Meta-released statistics in June indicated heavy video usage in India: at least 97% of users surveyed said they watch video daily on Meta platforms, and 89% of Gen Z respondents reported daily Reels use. India also represents Facebook’s largest national audience, with Meta’s ad tools indicating more than 400 million users in the country.
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