Facebook has rolled out a new Reels-centric feed in India that users will encounter immediately on opening the app
With over 1 Bn users across Meta’s ecosystem, India is a critical market for Meta, which plans to test the feature in video-heavy markets before bringing it to the US
Meta’s Head of Facebook Tom Alison said the company was considering how to enhance the experience of users who wanted to connect with creators and focus on entertainment
Meta has started testing a new video-first feed for Facebook in India, where users will now encounter a full-screen, Reels-centric user experience upon opening the application.
Under the new interface, selected Indian users open directly into an immersive video player. The traditional chronological feed has been moved to a secondary tab, while participants retain the ability to opt out of the default video layout.
In India, the FB app has now started testing a new, reels-first experience that will put full-screen video front and centre when some people open the app.
“Designed for those who we think want more video, the experience offers a more visual, video-first way to discover content, creators and conversations on Facebook,” the company said.
Meta first hinted at bringing the feature to India in a blog post in Julywhen Facebook head Tom Alison said the company was considering how to enhance the experience of users who wanted to connect with creators and focus on entertainment.
“People are showing us they want more immersive, visual, video-forward experiences, and video is where conversations are happening, communities are forming, and even commerce is starting to take place,” he wrote.
He added that the feature would first launch in countries where video content has seen strong traction before eventually coming to the US.
Meta’s ecosystem, including Facebook, Instagram, Messenger, and WhatsApp, spans almost half of the world’s population, counting 3.58 Bn daily active users and nearly 4 Bn monthly users.
India alone contributes over 1 Bn users across these platforms, making it one of the most critical platforms for Meta globally.
However, the tech giant has faced hurdles in dealing with the government of late. A BBC investigation earlier this year alleged that Instagram ads were directing users towards Telegram channels offering CSAM material for sale.
As a result, MeitY summoned Meta’s executives while the National Commission for Protection of Child Rights (NCPCR) initiated an investigation.
Meta claimed it had taken action to take down the policy-violating content and block associated accounts, and ultimately agreed to report child safety matters directly to the authorities.