Social networking behemoth Facebook has rolled out its latest on-site feature – auto-playing videos in users’ News Feeds.
The move is the company’s most recent attempt to garner attention from prospective online advertisers, with video advertisements also set to be introduced alongside users’ own shared content.
Facebook, which has sought to address investor unease regarding its inability to convert app download figures and “likes” to real revenue since its initial public offering last year, moved to evangelise the impact the feature could have on its app advertising space.
The company explained that videos will begin playing as soon as users scroll over them in their News Feed, but will only begin playing sound once a user has clicked to expand the video. USA Today says that the effect is similar to the effect generated by videos on Vine – a video hosting site that has become immensely popular with teens over the last few months.
Facebook hopes that the feature, which will only be available through the social network’s app for the time being, will allow the company to compete for a slice of the video advertising market, a niche which is set to explode in popularity over the coming years. In 2016, online video advertising is expected to be worth around $8bn in the U.S. alone, double the $4.1bn it’s expected to top this year.
The company began the roll out by testing the feature on a small number of users in the US on Friday. It will expand to the rest of its US base, and eventually to the rest of the world, in the coming weeks.
TechCrunch notes that only videos which originate from the Facebook platform, or from integrated sites like Instagram, will play automatically. Embedded videos from third-party sites like YouTube and Vimeo will have to be played as normal.