This interface transition stems from a strategy outlined in July by Facebook head Tom Alison, who identified the need for a more immersive, video-forward environment. While the current test is restricted to India, the company intends to expand this Reels-centric experience to the United States next year. Users currently caught in the test are not locked into the change; they retain the option to revert to their standard feed, which remains accessible via a secondary tab.
Meta pivots Facebook toward Reels-first interface in India
When users in India open their Facebook app today, they may find themselves dropped directly into a full-screen vertical video feed rather than the traditional social timeline. The shift marks a significant design pivot for Meta, prioritizing short-form Reels as the primary entry point for its largest global market.
Meta’s aggressive focus on video is driven by data revealing that young adults spend roughly 60% of their time on the platform watching content. By consolidating all new video uploads into the Reels format, the company is effectively transforming the app into a video-discovery engine. India serves as a critical proving ground for this approach, particularly following the 2020 national ban on TikTok. With over 400 million users in the country and 89% of local Gen Z respondents reporting daily engagement with Reels, Meta views the short-form format as the new primary screen for its largest audience.
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