- Facebook is testing a full-screen immersive video player as a potential replacement for the newsfeed, allowing users to swap their feeds.
- Users will have the option to opt out and return to the feed-first Facebook, with the classic feed available as a tab.
- The new video-first version will be tested in select international markets this year, with a potential launch in the U.S. next year.
- Tom Alison, head of Facebook, stated that users want more immersive, visual, video-forward experiences and that video is where conversations and commerce are happening.
- Facebook's shortform video product Reels is now a $50 billion run-rate business, generating more ad revenue than YouTube.
- Meta is also pushing into episodic video; Instagram introduced episodic video in its new TV app as part of the strategy to capture video ad dollars.
Facebook is embarking on a significant shift by testing a full-screen immersive video experience, allowing users to swap their traditional newsfeed for a video-centric feed. This change is part of a broader strategy to enhance user engagement with video content, as Tom Alison, head of Facebook, noted, “People are showing us that they want more immersive, visual, video-forward experiences.”125
The new feature will be tested in select international markets this year, with plans to potentially expand to the U.S. next year. Users will have the option to revert to the classic feed, which will remain accessible as a tab within the app. This move aligns with Facebook's broader strategy to capture the growing video market, as evidenced by the success of its Reels product, which is reportedly generating a $50 billion run-rate business and surpassing YouTube in ad revenue.46
Additionally, the immersive video experience reflects a trend across Meta's platforms, including Instagram's episodic video offerings, as the company seeks to attract more advertising dollars from traditional media. The emphasis on video content is not just about user preference; it also represents a shift in how communities are formed and commerce is conducted online.7
As Facebook continues to innovate, the outcome of this testing phase could redefine how users interact with the platform and consume content in the digital age.
“Tom Alison, head of Facebook, said users are showing they want 'more immersive, visual, video-forward experiences' and that 'video is where conversations are happening, communities are forming, and even commerce is starting to take place.' The new video-first version will be tested in select international markets this year, with a potential U.S. launch next year.”
The Hollywood Reporter
