Technology and Science06 October, 20262 min read
Meta Tests Reels-First Facebook Experience In India With Full-Screen Video Launch
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Meta tests a Reels-first Facebook in India that opens directly to full-screen video. Users can switch back to the classic Feed, preserving a Feed-first option.
Reels First in India
Meta has started testing a Reels-first experience in India that sends some users directly into a full-screen video interface when they open the Facebook app. Tom Alison, Head of Facebook at Meta, said the test is designed for people who want more video, describing it as “Designed for those who we think want more video, the experience offers a more visual, video-first way to discover content, creators and conversations,”.
“Meta planned to begin testing it later in the year in ‘video-heavy countries’ outside the U.S.”
Meta said the test includes an option to opt out and return to a Feed-first experience, while the classic Feed remains available as a second tab. Meta also said the company will explore bringing the user experience to the U.S. next year, after testing it internationally later this year in “video-heavy countries” outside the U.S.
Keeping Classic Feed
Meta’s test keeps the traditional navigation available by letting participating users switch back to a Feed-first experience rather than removing regular posts. Meta said the classic Feed will remain available as a second tab on the Facebook app, one click away, even as full-screen video takes center stage when selected users open the app.
Meta also said the experience is aimed at people Facebook believes want more video, with the company framing the change as a more immersive, video-forward way to discover content, creators and conversations. Meta’s plan also fits into its broader video push, since Meta said last year that new videos posted to Facebook would be shared as Reels regardless of their length or format.
Scale and Video Metrics
Meta said its advertising platform indicates an audience of more than 400 million people on Facebook in India, making the country a key market for testing the Reels-first interface. TechCrunch said Meta described Reels as increasingly becoming India’s “personal and primary screen,” tying the interface change to how people use Facebook in the country.
“Meta’s advertising tools indicating an audience of more than 400 million people in the country.”
Meta said it commissioned studies released in June found that at least 97% of users surveyed watch video on its platforms daily, and it said 89% of Gen Z respondents use Reels every day. Meta also said young adults spend about 60% of their time on Facebook watching videos, a figure the company used to explain why video is taking a more central place in Facebook’s design.