Facebook Tests Reels-First Feed in India With Opt-Out

Meta is sending some Indian users straight into full-screen Reels when they open Facebook, with a Feed tab as fallback. The test signals a content hierarchy shift for India-focused creators and marketers.

What happened

Meta has started testing a new Facebook UX in India that sends some users directly into full-screen video when they open the app, putting Reels front and center. The test was first outlined in July by Facebook head Tom Alison as a more immersive, video-forward user experience. Meta said it planned to begin testing later in the year in “video-heavy countries” outside the U.S., and the company will explore bringing the user experience to the U.S. next year.

Users included in the test can opt out and return to a Feed-first experience, and the classic feed will remain available as a second tab on the Facebook app. The move follows Meta’s broader video shift: last year, the company said all new videos posted to Facebook would be shared as Reels, regardless of length or format, and it renamed the app’s Video tab to “Reels.” Meta has previously said young adults spend about 60% of their time on Facebook watching videos.

India has long been a testing ground for Meta’s short-form video efforts. In 2020, Instagram began testing a dedicated Reels tab in the country, months after India banned TikTok. Meta also tested a Reels-first experience for some Instagram users in India and South Korea last year. The new Facebook test arrives as video consumption rises: at least 97% of users surveyed in Meta-commissioned studies said they watch video on its platforms daily, and 89% of Gen Z respondents said they use Reels every day. India is Facebook’s largest market by users, with Meta’s advertising tools indicating an audience of more than 400 million people.

Key facts

• Meta is testing a Reels-first Facebook UX in India as of October 6, 2026, with some users opening directly into full-screen video.
• The test was first outlined in July by Facebook head Tom Alison and will be considered for U.S. rollout next year.
• Users in the test can opt out and return to a Feed-first experience; the classic feed remains a second tab.
• Last year, Facebook said all new videos would be shared as Reels and renamed its Video tab to “Reels.”
• Meta-commissioned studies reported at least 97% of users watch video daily and 89% of Gen Z use Reels every day; India has more than 400 million Facebook users.

Our analysis

The test matters because Facebook is using its largest market as a live laboratory for a more aggressive video hierarchy. Instead of the feed as the default entry point, some users will now land on full-screen Reels, which likely changes what content gets seen first and how quickly users form an impression of a page or brand. For creators and social media managers targeting India, this is a shift in reach mechanics, not just a cosmetic redesign.

The fact that users can opt out and the feed remains a second tab suggests Meta is testing whether Reels-first behavior can hold without forcing every user into the new experience. Still, the direction is clear: new videos posted to Facebook are already treated as Reels, the Video tab was renamed, and Meta describes Reels as increasingly becoming India’s “personal and primary screen.” The 97% and 89% figures come from Meta-commissioned studies, so they reflect Meta’s framing, but the platform’s product decisions suggest it expects video consumption to keep rising.

For operators, the India test likely previews what a broader Facebook feed reset could look like. Accounts that depend on static posts, links, or text-first updates may see lower initial visibility if full-screen autoplay becomes the default. The U.S. exploration planned for next year also means this is not a local-only experiment; India will likely shape the playbook before other markets follow.

What it means for operators

• Audit India-facing Facebook content and shift priority to Reels-native vertical video with sound-on hooks, captions, and quick visual payoffs that work as an opening screen.
• Plan for both experiences: some users will still see the classic feed as a second tab, so maintain a recognizable feed presence while optimizing Reels as the first impression.
• Monitor reach, watch time, and engagement by format after the test begins; use India results as an early signal for possible U.S. rollout next year.
• Brief creator partners and brand accounts to produce short, video-forward Facebook assets rather than repurposing static feed posts, because Reels-first placement likely rewards completion and replay behavior.