Facebook Newsroom

Testing a New Way to Watch Promoted Videos in News Feed

Since September, we’ve been testing a way to make videos more engaging on Facebook, and as a result we’ve seen views, likes, shares and comments increase more than 10 percent.

We’re beginning to test a similar video viewing format for advertisers. Marketers will be able to use this new format to tell their stories to a large number of people on Facebook in a short amount of time – with high-quality sight, sound and motion. This approach will continue to improve the quality of ads that you see in News Feed.

This week, a small number of people will see video ads for the new film ‘Divergent’ begin playing as they come into view in News Feed on mobile and desktop. Here’s how it will work:

We’ll continue to refine this new way for brands to tell stories on Facebook to ensure the best experience for people and marketers.For more specifics on this feature for marketers, read our post on Facebook for Business.

Frequently Asked Questions

Q: Which videos start playing in News Feed?
A: At this time, videos start playing from:

1. Individuals (personal Facebook accounts or verified Pages)
2. Some Pages, like those of entertainers and sports organizations
3. Summit Entertainment’s content for ‘Divergent’

Q: Is there a way to prevent these video ads from playing as they appear on screen?
A: The video ads will begin to play as you scroll through News Feed, but if you don’t want to watch, you can simply keep scrolling and the video will stop playing. Video ads that start playing as they appear on screen within News Feed are pre-downloaded when you are on Wi-Fi so they do not consume additional data.

Q: When do videos play with sound?
A: Videos will not play with sound unless you turn the sound on. To do this, click or tap on the video.

Q: When will all video content begin to play as it appears on screen?
A: This is an initial, limited test. We will let you know if/when you’ll begin seeing more video content begin to play as it comes into view.