Facebook Is Testing if People Want to Swap Their Feed for “Immersive Video” - The Hollywood Reporter

What the report says

The Hollywood Reporter says Facebook plans to test a major redesign that would open the app directly into a full-screen, video-centered experience instead of the traditional feed. The update was announced Friday as part of a broader set of product changes from Meta’s social platform. According to the report, Facebook will try the “immersive video” format in selected international markets this year and may consider a U.S. rollout next year.

The shift would not eliminate the classic Facebook feed during the test. THR reported that users will be able to opt out of the video-first version, and the familiar feed will still be available through a tab in the app. Facebook head Tom Alison framed the experiment as a response to user behavior, saying in a company blog post that people are seeking more visual, video-led experiences where conversation, communities and commerce are increasingly happening.

The test reflects Meta’s larger push to compete for attention and advertising dollars in short-form and streaming-style video. THR noted that Meta says Reels across Facebook and Instagram has reached a $50 billion run-rate business and is generating more ad revenue than YouTube. The article also pointed to Instagram’s testing of episodic video in a new TV app as another sign of Meta’s effort to expand further into video.

Facebook also announced additional tools, including a free Verified option that would let users confirm their identity for a badge, along with new apps. One, called Seller, is aimed at frequent Marketplace sellers; another, Forum, is designed for deeper engagement with Facebook Groups.