Facebook is testing a video-first future. The change could reshape how users experience Facebook.
What We Know: Facebook announced Friday that it will begin testing an immersive full-screen video experience that opens immediately when users launch the app. Meta said it will then explore bringing the feature next year. However, users who prefer the traditional experience won’t be forced into the change. They’ll be able to opt out of the video-first interface, while the classic news feed will remain available as a separate tab. Meanwhile, the test highlights Meta’s continued push toward video as it competes for audience attention and advertising dollars. Reels has grown into a $50 billion run-rate business across Facebook and Instagram. It generates more advertising revenue than YouTube.
What They Said: “People are showing us that they want more immersive, visual, video-forward experiences, and video is where conversations are happening, communities are forming, and even commerce is starting to take place.” -Facebook Head Tom Alison
What Remains Unclear: Meta hasn’t detailed how many users will participate in the international test or which countries will receive it first. The company also hasn’t shared how success will be measured before expanding the experience to the United States. In addition, it’s unclear whether a video-first interface would affect news consumption or how publishers could adapt if the format becomes permanent.
What It Means: Facebook’s latest experiment reflects the industry’s accelerating shift toward video-first platforms. As Meta invests more heavily in immersive video, it continues challenging YouTube, TikTok, and traditional media companies for both consumer attention and advertising revenue. If users embrace the experience, Facebook’s familiar feed could become secondary to video discovery, marking another significant evolution for one of the world’s largest social platforms.
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Garrett Searight is Barrett Media’s News Editor, which includes writing daily news stories, features, and opinion columns. He joined Barrett Media in 2022 after a decade leading several radio brands in several formats, as well as a 5-year stint working in local television. In addition to his work with Barrett Media, he is a radio and TV play-by-play broadcaster. Reach out to him at Garrett@BarrettMedia.com.