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.
- 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.