Meta is rolling out a significantly more prominent redesign of Facebook for some users as soon as they launch the app – at least in India.
The concept was teased by Facebook’s CEO, Tom Alison, this year. The idea on the platform is to create a video-first experience in markets where people have already spent the bulk of their time watching video clips. With its customer base of 400 million plus, India is the ideal market to try out, with youth watching video content for about 60% of their time spent on the social media platform.
Want the Classic Feed? You Can Still Switch Back
The main wall won’t be a complete transformation from the norm, but landing on a full-screen video feed is a significant change for Meta. For those in the test group, there is a pop-up message noting that Reels are now in the foreground, but that they can flip a switch in the settings to return to the “classic” Reels layout. The standard feed is right in a secondary tab (via TechCrunch) if you don’t depart the test.
The shift comes as part of a gradual shift Meta has been making towards short-form video over the past couple of years. The company has already done a similar experiment with Instagram direct-to-video in India and South Korea, and has already renamed its primary video tab, calling each video a Reel.
More Time Watching, More Changes Behind the Scenes
The figures in India clearly spell out why Meta is so focused on videos. 97% of users watch video content on Meta apps daily, with 89% of Gen Z users saying they view Reels each and every day, according to internal surveys. The extensive use of that feature contributed to a 28% increase in its profit margins in its local business for FY 2025.
Interestingly, this UX trial comes at the same time as Meta parted ways with safety researchers from startup Virtue AI just four months ago, suggesting that it’s more about working approaches rather than a change in strategy. The other new aspect of the interface, Reels first, will be tested with Indian users before being rolled out in the U.S. next year by Meta.
