Facebook Begins Testing Auto-Playing News Feed Video Ads

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Facebook Begins Testing Auto-Playing News Feed Video Ads

Facebook has announced they will begin testing auto-playing News Feed video ads for a limited number of accounts starting this week.

Facebook has been refining their video experience since September, making it a lot more Instagram-like in the way videos begin playing as you scroll past them without having to click or tap the play button.

They’re bringing this same functionality to advertisers with new video ad units. It’s also worth pointing out users won’t hear any sound from the videos unless they click on the video to expand it. Facebook is doing the best they can to ensure these video ads aren’t disrupting the overall user experience.

This format isn’t intended for every video ad, and is entirely different from promoting a post that contains a video. Facebook explains:

This premium feature is specifically designed for awareness campaigns that are meant to reach a large number of people to increase interest in a brand, product or content, in a short amount of time. Page post video ads can then come into play to sustain the message of this initial campaign over longer time periods, in more targeted ways.

At this time video ad units will be shown from select individuals (personal Facebook accounts or verified Pages), select pages (like those of entertainers and sports organizations), and Summit Entertainment’s content for upcoming film Divergent. 

Facebook reiterates several times throughout their announcement that this is an initial, limited test. Future use will be determined based on what Facebook learns from this test.

Matt Southern
Matt Southern is the lead news writer at Search Engine Journal. His passion for helping people in all aspects of online marketing flows through in... Read Full Bio
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  • James Halloran

    It seems to slow down their mobile app a little. At least that’s what I noticed on my phone. Anyone else having the same problem?

  • Ed Lamon

    And they suck! If I want to watch a video I will click on it. Who thought it was a good idea to take away the user’s choices? Ever try to find the video add playing on a web page so you can stop it because you are listening to music in the background? Everyone I know who has had the videos just start playing on their own has complained about it. But, hey, when has Facebook ever listened to the users before it changed things?