Facebook Is Testing If People Want to Swap Their Feed For “Immersive Video”
Facebook will test a video-first version of its app, opening directly into a full-screen “immersive video” player rather than the traditional news feed. The move reflects Meta’s push to capture more viewing time and advertising revenue as short-form video increasingly drives online conversations, communities and commerce.
The trial will begin in selected international markets during 2026, with a possible US rollout in 2027. Users will be able to opt out, while the classic feed remains available as a tab; Meta says Reels is now a $50 billion annual run-rate business and generates more advertising revenue than YouTube.
In short
- Facebook will test opening its app with immersive video.
- Users can opt out and retain access to the classic feed.
- Meta says Reels generates over $50 billion annually.
Steelman: both sides, in good faith
The strongest fair case each way — we don't pick a winner.
The case for
Meta is responding to demonstrable shifts in user behaviour and market dynamics. Video-driven engagement has become the dominant mode globally, with users consistently preferring immersive visual content, and the company's Reels business has generated substantial revenue, indicating genuine user value. By offering this as the default experience whilst preserving opt-out options and the traditional feed as an alternative, Meta accommodates evolving preferences without eliminating choice.
The case against
This shift prioritises advertising revenue and engagement metrics over user wellbeing and information diversity. A video-first architecture algorithmically amplifies emotionally resonant content rather than fostering meaningful community connection or exposure to varied information sources, whilst autoplay video is inherently designed to maximise viewing time in ways that can be addictive, particularly for younger users. Although opt-out exists, default settings shape most users' behaviour; framing video as the primary entry point reflects a choice architecture that nudges toward greater consumption.
Explained simply
Facebook is a social media platform where people share updates, photos and links with friends and family. When you open the app, you typically see a "news feed"—a constantly updating stream of content that you can scroll through at your own pace.
Meta, the company that owns Facebook, is testing a new version where the app opens directly to full-screen videos instead of this traditional feed. The company is making this shift because it wants to focus on short-form videos called Reels, which it says now generates more advertising revenue than YouTube and represents a £50 billion-a-year business.
This test reveals how social media platforms prioritise making money from advertisers when deciding what content to show users. Such a shift would significantly change how people discover information online, moving from a model where users can choose what to scroll past towards one where a computer system automatically decides what videos appear on their screen.