Facebook to test full-screen video experience in its mobile app
Facebook will begin testing a new full-screen video experience for some mobile users later this year, as the company continues to evolve how people consume content on the platform.
Facebook is preparing to test a new video-first experience within its mobile app. Announced as part of a wider update from Meta, the test will see a subset of users open Facebook directly into a full-screen video experience, while retaining the option to switch back to the traditional Feed.
Although the rollout is limited, it’s an update that artists using Facebook as part of their promotional strategy may want to keep an eye on.
Facebook is testing a new video-first experience
Meta says the test will begin later this year, initially launching in selected international markets that it describes as “video-heavy countries”.
According to Tom Alison, Head of Facebook, the company is responding to how people are already using the platform.
“People are showing us they want more immersive, visual, video-forward experiences, and video is where conversations are happening, communities are forming, and even commerce is starting to take place.”
Users included in the test will open Facebook directly into full-screen video, but they’ll be able to opt out and return to the traditional Feed. Classic Feed will also remain available as the app’s second tab.
At this stage, Meta has not confirmed which countries will be included in the initial rollout or when the test may expand further.
The test also continues Facebook’s earlier focus on video. Last year, the platform introduced changes that unified Reels, longer-form videos and Live into a single full-screen video player while updating how video recommendations worked. You can read more about those changes in our guide to Facebook’s updates to Reels and recommendations.
What it means for artists using Facebook
Facebook has not announced any changes to music discovery, recommendations or the way video content is ranked as part of this update. The announcement relates specifically to how some users will first experience the app.
However, artists and labels that use Facebook to promote new releases may want to monitor how the test develops. If it expands more widely, it could influence where audiences encounter content when they first open the app.
As Music Ally notes, the announcement is also likely to be of interest to music marketers, particularly given Facebook’s previous emphasis on video more than a decade ago. The publication suggests marketers will be watching closely, while remembering how quickly platform priorities can change.
A test worth watching
For now, the key point is that this is a limited test rather than a permanent redesign of Facebook.
Meta says the experience will launch for a subset of users later this year, with the option to return to the traditional Feed at any time. Whether the company rolls the feature out more broadly will depend on the results of those early trials.
For artists, it’s another reminder to keep an eye on the platforms where fans discover and engage with music. As Facebook continues to test new experiences, understanding how audiences interact with content can help inform future promotional strategies alongside releases distributed to streaming services through RouteNote.