Facebook tests Reels-first user experience in India

Meta has initiated a test of a new Facebook user interface in India that prioritizes Reels, directing some users to a full-screen video experience immediately upon opening the app. This strategic shift, first detailed by Facebook head Tom Alison in July, aims to foster a more immersive and video-centric user engagement.

Users participating in the test have the option to opt out and revert to the traditional feed-based experience, with the classic feed remaining accessible as a separate tab. This initiative aligns with Meta's broader strategy to elevate video content across its platforms, following a previous announcement that all new video uploads to Facebook would be formatted as Reels.

India has served as a significant testing ground for Meta's video strategies, particularly its short-form video efforts. The country was an early test market for Instagram's Reels tab and has seen similar Reels-first UX tests for Instagram users. The current Facebook test coincides with a rise in video consumption across Meta's apps in India, with company data indicating high daily video viewership and daily Reels usage among Gen Z users.