Meta tests Reels-first Facebook experience in India

Meta is testing a new Facebook user experience in India that launches some users directly into full-screen Reels upon opening the app. The test, first outlined by Facebook head Tom Alison in July 2026, aims to create a more immersive, video-forward experience and may expand to the U.S. in 2027.

Meta tests Reels-first experience in India

Meta has begun testing a new user experience for Facebook in India that launches some users directly into full-screen video, specifically Reels, when they open the app. According to TechCrunch, the test is designed to create a more immersive, video-forward experience for users.

Facebook head Tom Alison first outlined the test in July 2026, indicating that Meta intends to explore bringing this experience to the U.S. in 2027. The company has not confirmed how many users are included in the test or when broader rollouts might occur.

Users who are part of the test can opt out and return to the classic Feed-first experience. The traditional Feed remains available as a second tab within the app.

Why India?

India has long been a testing ground for Meta’s video initiatives, particularly its push into short-form content. The country is Facebook’s largest market by users, with over 400 million people, making it a critical region for the company’s experiments.

Meta’s focus on India intensified after the country banned TikTok in 2020. That same year, Instagram began testing a dedicated Reels tab in India, months before expanding it globally. Last year, Meta also tested a Reels-first experience for some Instagram users in India and South Korea.

Data from Meta-commissioned studies highlights the dominance of video consumption in the region. At least 97% of surveyed users in India watch video on Meta’s platforms daily, and 89% of Gen Z respondents use Reels every day. Among young adults on Facebook, about 60% of their time on the platform is spent watching videos.

Broader context for Meta’s video strategy

Meta’s shift toward video-centric experiences aligns with broader industry trends, where short-form video has become a dominant format for engagement. Last year, Meta announced that all new videos posted to Facebook would be shared as Reels, regardless of length or format.

This move reflects Meta’s ongoing efforts to compete with platforms like TikTok, which have reshaped user expectations around content consumption. The company has also faced regulatory scrutiny, including recent investigations by the UK’s Ofcom over its risk assessment practices for new features.

While Meta’s video strategy has shown promise, it has not been without challenges. Privacy concerns, regulatory hurdles, and competition from other platforms continue to shape its approach to product development.

What this means

Lazyfounder analysis — our interpretation, not reported fact.

Meta’s test of a Reels-first Facebook experience in India is a clear signal of where the company sees the future of social media: full-screen, video-dominated feeds. For founders and operators, this experiment is worth watching closely, as it could redefine user engagement patterns—not just for Meta, but for the entire industry.

If the test succeeds in India, Meta will likely export it to other markets, including the U.S. This could accelerate the shift away from text and image-based feeds, forcing competitors to adapt or risk losing relevance. Startups building products in social media, digital advertising, or creator tools should consider how a video-first ecosystem might impact their roadmaps.

However, Meta’s video push is not without risks. The company is already under regulatory scrutiny for data collection and content moderation practices. A Reels-first experience could amplify concerns about addictive design or the marginalization of non-video content. Founders should balance Meta’s dominance with the potential for backlash—both from users and regulators—if the experience feels too rigid or invasive.

Key takeaways

• Meta is testing a full-screen, Reels-first experience for Facebook users in India, reflecting a broader shift toward video-centric social media.
• The test was first announced by Facebook head Tom Alison in July 2026, with potential U.S. expansion planned for 2027.
• Users included in the test can opt out and revert to the traditional Feed-first experience.
• India remains a critical market for Meta’s video strategy, particularly for short-form content like Reels.
• Meta’s internal data highlights the growing dominance of video consumption among its users, especially Gen Z.

FAQ

Why is Meta testing a Reels-first experience in India?

India is Facebook’s largest market, with over 400 million users, and has high daily video consumption. It has also been a key testing ground for Meta’s short-form video efforts, particularly after TikTok’s ban in 2020.

Can users opt out of the Reels-first experience?

Yes, users included in the test can opt out and return to the classic Feed-first experience. The traditional Feed remains available as a second tab within the app.

Will Meta bring this experience to the U.S.?

Meta has indicated it plans to explore bringing the Reels-first experience to the U.S. in 2027, though no firm timeline or details have been shared.

How does this test fit into Meta’s broader video strategy?

Meta has been prioritizing video for years, with all new videos on Facebook now shared as Reels. The test reflects its efforts to compete with platforms like TikTok and capitalize on growing user demand for short-form video.

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