Meta Tests Reels-First Experience on Facebook in India
Meta is testing a new user experience for its Facebook app in India, where users are directed to full-screen video content — specifically Reels — upon opening the app. This shift aims to prioritize video consumption and aligns with Meta's broader strategy of making video more central across its platforms. The test allows participants to opt out and return to the traditional feed layout, which remains accessible as a second tab within the app. This move follows previous efforts by Meta in India, including renaming Facebook’s Video section to Reels and testing similar changes on Instagram after TikTok was banned there in 2020. According to internal surveys cited by Meta, over 97% of Indian users watch video content daily on its platforms, with a significant portion using Reels every day. India is Meta's largest market by user base, and the company has positioned Reels as becoming India’s “personal and primary screen.” The test reflects growing demand for short-form video in the region and could influence future global rollouts of similar features.
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