Meta has rolled out a test in India where some Facebook users are taken straight into full-screen Reels when opening the app. This overhaul shifts the focus away from the classic Feed, placing short videos front and center. Though this push is live now in India, Meta plans to consider launching a similar experience in the U.S. during 2027. Users included in the trial can opt out and return to the traditional Feed-first layout, as that version will still be available via a tab in the app.
Why India and What’s Changed
India represents Facebook’s largest user base, with over 400 million users. In recent time, video content—especially Reels—has surged in popularity on Meta’s platforms. Surveys commissioned by Meta show that virtually all users say they watch video content daily, and among Gen Z, nearly nine in ten report using Reels every day. The company has even rebranded its former “Video” tab to “Reels” to reflect this short-form video pivot.
This isn’t the first time Meta has tested video-first modes in India. The company previously trialed putting users directly into Reels on Instagram in India and South Korea. The current test with Facebook builds on that, aiming to streamline the video consumption experience by removing friction—users see more Reels immediately upon opening the app.
Broader Strategy Behind the Shift
The move demonstrates Meta’s growing reliance on short-form video as a core engagement instrument. Last year, all new videos posted to Facebook began being shared as Reels, regardless of upload format or length. Meta has cited that young adult users spend approximately 60% of their Facebook time watching videos. These changes are part of Meta’s effort to compete with rivals like TikTok and capitalize on changing user preferences.
Meanwhile, Meta had indicated earlier this year that features prioritizing video would first be tested in “video-heavy countries” outside the U.S., before being considered for stateside rollout. The India experiment follows that plan.
Crucially, the test isn’t all or nothing: users can still revert to the Feed-first layout. The classic News Feed will remain available as a second tab, so users uncomfortable with full-screen Reels aren’t fully forced into the new view.
Shifting the default interface of one of the world’s largest social platforms is a high-stakes gamble. If successful, it could significantly alter how people use Facebook—not just in India, but globally. It reflects a broader trend where social networks double down on short video to retain attention. Keep an eye on how users respond, how engagement changes, and whether this test spurs backlash or inspires imitation abroad.
