Facebook is testing videos that play automatically on mobile versions of its service, preparing users for a potential move to also show video ads.
The social network said that when users see a video in News Feed, it would comes to life and starts playing. Videos initially play silently, and users can tap to play with sound in full screen.
Initially, only videos from personal Facebook accounts, verified Pages as well as Pages of musicians and bands will automatically start playing. But Facebook noted that it would "explore how to bring this to marketers in the future."
The test is likely to ratchet up expectations for Facebook video ads. The company will reportedly planning to charge brand marketers to show 15-second auto-play video ads on its social network.
As fas as users are concerned, there is a question on whether the auto-play ads will reduce the battery life and have any impact on smartphone users' wireless data usage and monthly phone bills.
The feature will start rolling out in the coming weeks on mobile, according to Facebook. It will work on Facebook's mobile apps for smartphones running Android and iOS.