Facebook tests Reels-first feed for selected users in India
Meta has begun testing a video-first layout for Facebook in India that opens selected users straight into a full screen Reels player. The legacy chronological feed is now relegated to a secondary tab, though users can switch back or opt out of the video-first view.
When the app launches, participants see an immersive video player that plays Reels in a vertical format, with the option to scroll to the traditional feed via the tab. Meta reports that its family of apps, including Facebook, Instagram, Messenger, and WhatsApp, has 3.58 billion daily active users and close to 4 billion monthly users worldwide. Of that total, India alone accounts for more than 1 billion users across the four platforms, making it Meta's largest single market.
“People are showing us they want more immersive, visual, video-forward experiences, and video is where conversations are happening, communities are forming, and even commerce is starting to take place,” Tom Alison, Facebook head said.
In July, Meta signaled its intention to test a Reels-first experience in India after Facebook head Tom Alison noted growing demand for immersive video forward content. Alison wrote that video is where conversations happen, communities form and commerce is beginning to take place, indicating the strategic shift toward entertainment-driven feeds.
What we know
Meta has begun testing a video-first layout for Facebook in India
Under the new interface, the traditional chronological feed has been moved to a secondary tab
Participants retain the ability to opt out of the default video layout
Meta’s family of apps has 3.58 billion daily active users and nearly 4 billion monthly users
India alone accounts for more than 1 billion users across Meta’s platforms