Meta Tests Reels-First Facebook Experience in India

Meta has initiated a test of a new user interface on Facebook in India that launches users directly into full-screen video content upon opening the app. The experiment, which positions Reels as the primary entry point, aims to create a more immersive, video-centric experience. The rollout was first announced in July by Tom Alison, head of Facebook, who indicated that the feature would debut in “video-heavy countries” outside the United States.

While the initial launch focuses on India, Alison previously stated that Meta intends to evaluate expanding the experience to U.S. users in the coming year. Participants in the current test can choose to opt out and revert to the traditional Feed-first layout. The classic news feed remains accessible as a secondary tab within the app.

This development aligns with Meta’s broader strategy to elevate video on its platforms. Last year, the company mandated that all new uploads be distributed as Reels irrespective of length or format, and it subsequently renamed the Video section to “Reels.” Internal data suggests that young adults dedicate approximately 60% of their time on Facebook to watching videos.

India has historically served as a key laboratory for Meta’s video initiatives. In 2020, Instagram began testing a dedicated Reels tab in the region following the ban of TikTok. Last year, the company also piloted a Reels-first experience for Instagram users in India and South Korea.

Recent figures released by Meta in June highlight the platform’s heavy video engagement in the country. Surveys indicated that at least 97% of users watch video daily, with 89% of Gen Z respondents using Reels every day. Meta has characterized Reels as an increasingly dominant “personal and primary screen” for Indian users. India remains Facebook’s largest market, boasting an audience of over 400 million people according to Meta’s advertising tools.