Meta has rolled out a new user interface in India, prioritizing Reels over the traditional Facebook feed. This move towards a video-centric experience is part of a broader strategy to make video more central on the platform. In July, Facebook’s head, Tom Alison, hinted at plans to test this approach in countries with a high volume of video content, with India being a prime candidate.

While the test allows users to opt out and revert to the classic feed, the push for a Reels-first experience is clear. Last year, Meta announced that all new videos would be shared as Reels by default and even renamed the Video tab to “Reels.” This emphasis on video reflects a growing trend, with young adults in India spending about 60% of their time on Facebook watching videos.

The push into short-form video has a long history in India. In 2020, Instagram began testing a dedicated Reels tab, and last year, it rolled out a similar experience in India and South Korea. These tests come as video consumption across Meta’s platforms in India shows no signs of slowing down, with at least 97% of users watching video daily, and 89% of Gen Z users using Reels regularly.

With India as Facebook’s largest market by users, the company sees considerable potential in making video the primary focus. This strategy could redefine how users interact with the platform, potentially influencing other regions as well.