Facebook Will Test Opening Straight Into Full-Screen Video

Facebook will test opening its app directly into full-screen video for a subset of people later this year, replacing Feed as the first screen those users see. Meta said on July 24 that the test will begin internationally in countries where video is heavily used, although it did not name the markets, give a start date or say how many accounts will be included.

The company plans to select people it thinks want more video on Facebook, so entry into the experience will be automatic for accounts placed in the test. Those users will be able to opt out and return to a Feed-first opening. Meta also says Classic Feed will remain the app’s second tab, one tap from the video screen.

A U.S. launch is not scheduled. Meta said it will explore bringing the experience to the United States next year, leaving any 2027 expansion uncommitted. The company has not published mockups or explained whether every opening will resume a previous video, start a new recommendation or show another kind of video landing screen.

The test would move Facebook’s existing video system to the app’s front door. In 2024, Meta introduced a vertical full-screen player for Reels, longer videos and Live broadcasts, along with recommendations across video lengths. It then said in June 2025 that all new Facebook videos would be shared as reels and renamed the Video tab as the Reels tab. Meta has therefore described a mixed-length video experience rather than a short-form-only feed.

For creators and publishers, the proposed change would put video in the first position for selected viewers before they reach the familiar Feed. Meta’s announcement did not include a new ranking benefit, monetization program, advertising format or creator eligibility rule for the test, and users who prefer the existing order will be able to switch it back.

Meta says the opening-screen test will begin later in 2026, with the countries, interface and test population still undisclosed. The company has committed only to exploring a U.S. test next year, so Facebook’s American opening screen is not yet scheduled to change.