Facebook is testing autoplay videos in its mobile News Feed, meaning that muted videos will start automatically without needing a click from the user. The tool, currently being tested across a small group of US users, will work on videos from an individual or a page from a musician or band. It will automatically play, […]
Facebook is testing autoplay videos in its mobile News Feed, meaning that muted videos will start automatically without needing a click from the user.
The tool, currently being tested across a small group of US users, will work on videos from an individual or a page from a musician or band. It will automatically play, but sound will only turn on after a user taps on the video.
According to Facebook, only videos posted by individual Facebook users or verified pages (such as celebrities) will play automatically within mobile. Only videos uploaded directly to Facebook (or Instagram) will play automatically — not YouTube or Vimeo or other platform apps which post to Facebook.
Facebook’s Kelly Mayes introduced this new capability in a blog post: “Today we’re starting to test an easier way to watch videos on Facebook. Now when you see a video in News Feed, it comes to life and starts playing. Videos initially play silently, and if you want you can tap to play with sound in full screen. Scroll past if you don’t want to watch.”
Video advertising
Mayes also addressed the issue of videos coming from advertisers, confirming that those videos will not automatically play.
Video ads on Facebook can be big business for the company, but latest reports suggest that Facebook has pushed back the rumored controversial autoplay video ads indefinitely.
However According to Ad Age, the company is trying to persuade advertisers to create original content for the News Feed rather than simply re-running their TV ads (albeit at 15 seconds rather than the standard 30.)
Such brand-sponsored content marketing might go over better with users than a reconstituted TV ad, especially if it’s well targeted. That doesn’t mean users will necessarily love the ads, though.
