Facebook is testing auto-playing video in your mobile News Feed. These videos are similar to the auto-playing videos on Instagram, except they start playing silently.
Facebook said in their Newsroom:
“…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.”
For now, the only videos that will auto-play are posts from individuals or musicians and bands. Facebook says over time they will explore how to bring this feature to marketers.
Why I’m Curious:
While Facebook is billing this is as “an easier way to watch video,” I think most people had the same reaction when hearing this news. Everyone assumes this is just opening the door for in-stream video ads. It will be interesting to keep an eye on how Facebook develops this feature to create an experience that can both benefit brands and provide a seamless, non-distracting experience for users.