Get ready: Facebook video ads are coming. The social networking site has started rolling out autoplaying user videos that have been uploaded directly to Facebook. You will soon start to see videos automatically playing in the background while you navigate your news feed. This is all in preparation for Facebook’s video ads.
The good news is that audio will be automatically muted but video will always automatically play. It’s not until you tap on the video that the audio plays and the video expands to fullscreen. Third party videos from sites like YouTube, Vimeo, and others will not be affected. This implementation is similar to how embedded Vine video works on the web.
But why is Facebook doing this? To get users used to the idea of auto playing videos before it rolls out video advertising. The ads are rumored to be a short 15 seconds and will only show up at a maximum of three times a day per user. Video ads on Facebook will supposedly cost $2.5 million each and will be targeted to the user’s interests.