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Facebook tests going Reels-first in India
Meta is testing a Reels-first user experience for Facebook in India, directing some users to full-screen video upon opening the app. This move aims to enhance video engagement after prior beta tests in India and South Korea. Users can opt out to return to the classic feed, while Meta focuses on increasing video content consumption on its platforms, especially among younger audiences.
Key points
- Meta is conducting a test for a Reels-first UX in India.
- Users will be directed to full-screen video immediately when opening the app.
- This test follows previous initiatives by Meta to enhance video content consumption.
- Users have the option to switch back to the classic feed experience.
- Last year, all new videos are shared as Reels on Facebook.
- Meta's surveys indicate significant daily video consumption in India, especially among Gen Z.
Why it matters
- India has been a prime focus for Meta's video strategy due to high user engagement.
- Meta's push for video-first experiences aligns with the global trend of increasing short-form video consumption, including platforms like TikTok and YouTube Shorts.
- Historical attempts in 2020 to introduce Reels on Instagram in India post-TikTok ban highlight the market's relevance.
Meta's Reels-first testing in India reflects a strategic shift toward immersive video experiences, catering to user preferences and engagement trends, a crucial development amid rising video consumption on social media.