On 24 July 2026, Meta said it is testing a version of Facebook that opens straight into a full-screen, video-forward experience for a subset of people, moving the familiar Classic Feed into a second tab. The announcement came from Tom Alison, Head of Facebook, in a Meta newsroom post titled "Connecting Real People on Facebook." People in the test can opt out, and the Classic Feed stays available as a second tab.
What Meta announced
The test reshapes the default Facebook experience so the app opens into a full-screen video view rather than the scrolling Classic Feed most users know. Meta framed this as a test rather than a full rollout, and said the traditional feed does not disappear. It becomes a second tab that people can open whenever they want.
Meta plans to begin the test internationally, starting in countries where video use is already high. The company also said it may explore bringing the experience to the United States next year, in 2027. Meta did not disclose what share of users are included in the test, and it did not name specific countries.
Why Meta is leaning into video
The move fits a broader push toward short vertical video. Meta said Reels, its short-form video product across Facebook and Instagram, is now running at roughly a $50 billion run-rate and generates more ad revenue than YouTube. A number of that size helps explain why the company would test putting video at the front door of Facebook.
What a video-first default could change
Meta has not published numbers on how the test affects reach or ad delivery, so the following is reasoning rather than a stated fact. If Facebook opens into full-screen video by default, attention is likely to concentrate on vertical short video, and both organic reach and paid delivery could tilt further in that direction. That would put pressure on brands that still rely mainly on static image posts and link posts, formats that already tend to earn less reach than video.
For advertisers, a video-first surface usually rewards accounts that can produce vertical video at a steady pace. The creative bar shifts from a single strong image to a run of short clips that hold attention in the first few seconds.
What this means for Thai marketers
Meta did not say anything specific about Thailand, so this section is reasoning based on how the market works. Facebook is a dominant channel for reaching consumers in Thailand, which means a video-first default would likely push Thai SMEs and agencies to prioritise short vertical video sooner rather than later. Teams that have leaned on static promotions and link posts may find that a video-forward layout gives their existing creative less room to perform.
A practical response is to build a repeatable vertical video habit: plan clips around real products and offers, keep them short, and lead with the hook. If you run paid campaigns, aligning your Facebook advertising creative with vertical formats now can help you stay competitive if delivery shifts. A broader social advertising plan that treats video as the primary format, rather than an add-on, is a reasonable hedge while the test plays out.
How to prepare without overreacting
This is a test, not a finished product, so preparation is more useful than a rushed overhaul. A few steps are low regret regardless of how the test evolves. Start capturing vertical video from work you already do, such as product demos, behind-the-scenes clips, and customer stories. Repurpose that footage across Facebook and Instagram so one shoot feeds several posts. Keep a simple library of short clips ready to publish, so a change in the feed layout does not leave your page quiet.
It also helps to review how much of your current output is static. If most of your posts are still images and links, the test is a signal to shift some of that effort into video before any wider rollout reaches your audience.
Is the Classic Feed going away?
No. Based on Meta's post, the Classic Feed remains available as a second tab, and people in the test can opt out.
Does this affect Thailand today?
Meta said the test begins internationally in video-heavy countries and did not name specific markets, so there is no confirmed detail about Thailand. The reasoning above is about how a video-first shift could play out given Facebook's role in the Thai market.
If you want help turning this shift into a workable content and paid plan, Relevant Audience can help you map it to your goals.
