Meta has begun testing a new Facebook user experience (UX) in India, which directs some users immediately to full-screen video upon opening the app. This change places Reels, Meta's short-form video feature, at the forefront of the application.
The test, first mentioned by Facebook head Tom Alison in July, aims to provide a more immersive, video-centric user experience. Alison stated at the time that Meta planned to initiate testing later in the year in "video-heavy countries" outside the U.S., without specifying locations. Meta has indicated that users included in this test have the option to revert to a Feed-first experience, with the classic feed remaining accessible as a second tab.
This initiative aligns with Meta's broader strategy to integrate video more centrally into Facebook. Last year, the company announced that all new videos posted to Facebook would be shared as Reels, irrespective of their length or format. The app's Video tab was also renamed "Reels."
India has frequently served as a testing ground for Meta's video initiatives, particularly its focus on short-form video. In 2020, Instagram began testing a dedicated Reels tab in the country. Meta-commissioned studies indicate that at least 97% of surveyed users in India watch video on its platforms daily, and 89% of Gen Z respondents use Reels every day, according to figures released in June.