Meta tests Reels-first Facebook experience in India

Meta has started testing a new Facebook interface in India that sends some users directly into a full-screen video view centered on Reels when they open the app, rather than the traditional feed. The experiment was first described in July by Facebook head Tom Alison, who said the goal is to create a more immersive, video-forward experience.

At the time, Alison said Meta planned to extend testing to other "video-heavy" countries outside the U.S. later in the year, without naming specific markets. He added that the company would consider bringing a similar experience to the U.S. next year.

Users included in the current test can opt out and return to the standard feed-first layout. The classic feed remains available as a separate tab within the Facebook app.

Video becomes central

The test fits into Meta's broader strategy of making video more central to Facebook in recent years. Last year, the company announced that all new videos posted to Facebook would be published as Reels regardless of length or format, and even renamed the app's video tab to "Reels." Meta has previously said young adults spend about 60% of their time on Facebook watching video.

India has long served as Meta's primary testing ground for video initiatives. In 2020, Instagram began testing a dedicated Reels tab in the country, months after India banned TikTok. Last year, Meta also tested a similar Reels-first experience for some Instagram users in India and South Korea.

According to Meta-commissioned research released in June, at least 97% of surveyed Indian users said they watch video daily on its platforms, while 89% of Gen Z respondents said they use Reels every day. India is Facebook's largest market by user count, with the company's advertising tools indicating an audience of more than 400 million people in the country.