Meta is testing a significant change to the Facebook app, directing users to a full-screen Reels feed instead of the traditional news feed. This shift reflects the company's growing focus on short video content. The test is currently underway in India, where some users find themselves on the Reels feed immediately upon opening the app, rather than the usual homepage displaying text posts, images, and videos.
The test aims to create a video-first experience in markets where users spend a significant amount of time watching short videos. India is an ideal market for this experiment, with over 400 million Facebook users and 60% of young adults spending their time on the platform watching videos. This move aligns with Meta's goal of prioritizing video content, as indicated by Tom Allison, Facebook's head, earlier this year.
The new design eliminates the need for users to manually navigate to the Reels section to watch videos. Instead, short videos become the first thing users see when opening the app. This change is a significant departure from Facebook's traditional news feed, which aggregates friends' posts, pages, groups, and various content types on a single screen.
Despite the substantial change, Meta does not impose the new interface on test participants. Users who encounter the new experience receive a notification explaining that Reels are now at the forefront of the app, with an option to disable this design through settings. Users can switch back to the traditional interface, and the news feed will be available in a secondary tab.
Meta's push for short video content is driven by its desire to compete with the popularity of platforms like TikTok. The company has taken several steps in this direction, including treating all new video content as Reels and renaming the main video tab on Facebook. Similar experiments have been conducted on Instagram, including tests in India and South Korea.
Data from India highlights the importance of video content for Meta. According to internal surveys, 97% of users watch video content on Meta's apps daily, while 89% of Gen Z users watch Reels daily. This high usage has positively impacted Facebook's performance in India, with a 28% increase in operational profits during the 2025 fiscal year.
The success of the new interface in India may lead to its expansion to other markets, including the United States, in the coming year. Meta is monitoring user interaction with the new design before deciding on further rollout. If results are positive, the Reels-focused interface could become a standard feature for all Facebook users worldwide.
Key points
- Meta tests new Facebook interface prioritizing Reels in India
- The test aims to create a video-first experience, reflecting Meta's growing focus on short video content
- The new interface may expand to other markets, including the US, if results are positive
