Meta pushes the TikTok-ification of Facebook and Instagram

The strategy involves a complete overhaul of how users interact with the apps upon launch. In India, some Facebook users are already encountering an interface that drops them straight into a full-screen video stream rather than a traditional feed. Simultaneously, app researcher Radu Oncescu discovered an Instagram test that prioritizes Reels as the primary landing page, keeping Stories at the top while relegating standard posts from followed accounts to a secondary swipe-away menu.

Meta spokesperson Devi Narasimhan confirmed these tests are active in a limited number of countries, though the company has declined to specify which regions are involved. While users currently maintain the ability to revert to the original layout, the direction is clear. Meta has signaled that these video-first experiences will target specific markets before potentially expanding to the United States by 2027. Despite persistent user friction regarding these forced design changes, the company continues to refine the transition, betting that an algorithm-driven video feed is the only way to compete with TikTok’s dominance.