Facebook tests going Reels-first in India

Meta, the parent company of Facebook, is currently conducting a test to prioritize Reels in the Facebook app for users in India. This new user experience (UX) places Reels at the forefront when users open the app, aiming to deliver a more immersive and video-centric experience. The test, initiated by Facebook head Tom Alison, is set to begin later this year in India and other "video-heavy countries" outside the U.S., though the latter detail remains unspecified.

Alison announced that Meta will also consider introducing the UX to the U.S. next year. Users participating in this test can easily switch back to a Feed-first experience if they prefer. The traditional feed will still be accessible as a second tab within the app. This initiative is part of Meta's ongoing efforts to make video a central aspect of Facebook.

In 2020, Instagram launched a dedicated Reels tab in India, a move that followed India's ban on TikTok. Additionally, Meta tested a Reels-first experience for some Instagram users in India and South Korea last year. Recent studies commissioned by Meta reveal that over 97% of users watch video daily on its platforms, with 89% of Gen Z respondents confirming they use Reels every day.

Reels is now being perceived as India’s "personal and primary screen." As the largest market by users for Facebook, India boasts an audience of over 400 million people for Meta's advertising tools.