If something about the video in your mobile version of Facebook seems different somehow, it’s not your imagination. Facebook mobile videos are now on auto-play. Some sources suggest this is a precursor for introducing video ads in the Facebook mobile app.
Below is an example of how video now looks in Facebook mobile:
The social network has, in fact, been experimenting with the new format since September.
In an official post in the Facebook newsroom at the time, Facebook Product Manager Kelly Mayes explained:
“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.”
But the feature has only recently been rolled out to all users, TechCrunch reports.
Previously, video on Facebook’s mobile app, like those on the social network’s browser version website, were locked behind a play button. Facebook says it experimented with the new format first in isolated instances with individuals and subjects like musicians and bands.
In her post, Mayes says the company will continue to look for ways to bring the new format to marketers in the future.
In October, Facebook said it would be introducing video ads on its mobile iPhone and Android apps. In the beginning, the company said the service would be marketed primarily to app developers. These developers, it was felt, might run video ads showing how a particular app works.
Eventually, though, the new format may open opportunities for other mobile business marketing as well. So stay tuned.