Meta tests Reels-first Facebook feed in India

Meta has begun testing a full-screen, Reels-centric feed for Facebook in India, replacing the traditional news feed with a vertical scroll of short videos, Inc42 reported. The move marks the company’s most aggressive attempt yet to reshape its flagship app around video, a format where it has struggled to match competitors’ engagement.

India, Meta’s largest market by users, has become a proving ground for product changes before potential wider rollouts. The Reels-first test follows years of declining organic reach for text and image posts, as well as Meta’s broader push to monetize short-form video through ads and creator payouts. If successful, the shift could accelerate Facebook’s transformation into a platform where passive consumption eclipses social interaction—mirroring the trajectory of other social platforms that have deprioritized static content in favor of video.

The timing is notable. Meta’s ad revenue growth has slowed, and investors are pressuring the company to extract more value from its existing user base rather than pursuing new markets. A Reels-first Facebook could also help Meta counter rivals that have gained traction in India, where usage patterns continue to evolve. However, the change risks alienating users who still rely on Facebook for news, community groups, or long-form content—particularly in a market where internet literacy and device constraints vary widely.

For now, the test remains limited to a subset of users, with no word on when or whether it will expand. The outcome may hinge on whether Meta can balance its algorithm to surface relevant videos without further fragmenting the platform’s already strained social fabric. One thing is clear: Facebook’s identity crisis is far from over.

Sources: inc42.com