Meta is trying out a pretty noticeable layout change for Facebook, sending some users straight into a full-screen Reels feed the second they open the app, currently live in India.
Facebook chief Tom Alison first teased the idea this year. The platform aims to build a video-first experience in markets where people already spend most of their time watching clips. India is the perfect spot for the trial given its 400-million-plus user base and the fact that young adults spend around 60% of their time on the social media platform watching video.
Opt-out settings and classic feed navigation
While landing directly on a full-screen video feed is a big shift from the usual main wall, Meta isn’t locking anyone into it. People in the test group get a pop-up notice explaining that Reels are now front and center, but they can easily flip a toggle in the settings to switch back to the classic layout. If you stay in the test, the standard feed sits right in a secondary tab (via TechCrunch).
This move builds on Meta’s steady pivot toward short-form video over the last couple of years. The company already treats every video upload as a Reel, renamed its main video tab, and ran similar direct-to-video tests on Instagram in India and South Korea.
High watch time and broader company moves
The numbers in India make it easy to see why Meta is pushing video this hard. Internal surveys show 97% of users watch video on Meta apps daily, with 89% of Gen Z respondents checking Reels every single day. That heavy usage helped drive a 28% profit boost for Facebook’s local operations in FY 2025.
Interestingly, this UX trial arrives right as Meta split with safety researchers hired from startup Virtue AI just four months ago, pointing to differences in working styles rather than a strategy change. As for the Reels-first interface, Meta plans to see how Indian users react before deciding whether to roll it out in the U.S. next year.
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