Facebook Goes All-In on Video: Reels-First Test Hits India

Meta has begun testing a new Facebook interface in India that directs some users straight into a full-screen, Reels-first video experience upon opening the app. The test, reported by TechCrunch, marks a significant shift for the world's largest social network, which has traditionally opened to a mixed News Feed of text, images, and video. The change is currently limited to a subset of users in India, but its implications could be global.

India is a critical market for Meta, with over 400 million Facebook users and a rapidly growing short-video ecosystem. The move is seen as a direct response to the popularity of TikTok-like formats, especially after TikTok's ban in India in 2020. Meta has been aggressively pushing Reels across its platforms, and this test suggests the company is willing to make video the default experience to keep users engaged. A Meta spokesperson said, "We are always exploring ways to improve the Facebook experience for our users, and we are currently testing a Reels-first experience in India."

If successful, this test could lead to a broader rollout, potentially altering how users consume content on Facebook worldwide. It also raises questions about the future of text and image posts, and how advertisers will adapt to a video-first environment. Competitors like YouTube and Google are also investing heavily in short-form video, making India a key battleground for attention. The outcome of this test will be closely watched by the tech industry and investors alike.