Facebook tests Reels-first feed in India

Facebook is testing a new layout in India that puts Reels front and center. Users included in the test see a full-screen video feed when they open the app, rather than the traditional text-and-photo feed.

TechCrunch reports that Meta, Facebook's parent company, began the test after Facebook head Tom Alison outlined the plan in July. Alison said at the time that Meta would start testing later this year in "video-heavy countries" outside the U.S., without naming locations. The company plans to explore bringing the experience to the U.S. next year.

The test

The new design sends users directly into vertical video, making Reels the default experience. The classic feed remains available as a second tab inside the app. Meta says users can opt out and return to the Feed-first layout if they prefer.

India has long been a testing ground for Meta's video efforts. Instagram started testing a dedicated Reels tab there in 2020, months after India banned TikTok. Last year, Instagram also tested a Reels-first experience in India and South Korea that similarly opened to full-screen video.

Why India?

India is Facebook's largest market by users. Meta's advertising tools show an audience of more than 400 million people in the country. According to Meta-commissioned studies, at least 97% of surveyed users in India say they watch video on Meta's platforms daily, and 89% of Gen Z respondents use Reels every day. The company has described Reels as increasingly becoming India's "personal and primary screen."

"India is Facebook's largest market by users, with Meta's advertising tools indicating an audience of more than 400 million people in the country."

The push toward video is part of a broader Meta strategy. Last year, the company said all new videos posted to Facebook would be shared as Reels, regardless of length or format. It also renamed the app's Video tab to "Reels." Meta has previously said young adults spend about 60% of their time on Facebook watching videos.

How to opt out

If you're in India and part of the test, you can switch back to the classic feed. Meta has built an opt-out option into the app, though TechCrunch did not specify the exact settings path. The classic feed will remain as a second tab, so you can toggle between views.

For now, the test is limited to India. If it expands to the U.S. next year, expect a similar option to revert to the original layout.

• Facebook
• India
• Meta
• Reels
• social media
• video