Facebook has entered the trial phase of a new feature for its smartphone apps, which will see videos play automatically as users scroll through their news feeds.
In a similar fashion to Vine, the videos begin to play as they come into vision on the device’s screen. This way, users can quickly preview the content before watching the full version.
While all videos will be muted at first, volume can be restored quickly with one tap on the screen.
So far, Facebook has only revealed plans to test the feature with a handful of randomly chosen users, and only video content uploaded to the site directly will be compatible – ruling out anything embedded from YouTube, Instagram and Vine.
Currently, the new feature will only affect individuals, musicians and bands, but the company has said that advertisers and businesses may benefit in the future.
Speaking about the update, a spokesperson from the firm said:
“We’re doing this to make sure we create the best possible experience. Over time, we’ll continue to explore how to bring this to marketers in the future.”
Facebook is yet to give any details of a proper launch date, or indicated whether there are any plans for the feature to be introduced for desktop users.
As consumers will be able to quickly skip through the content on their news feeds, businesses that may eventually be able to use the feature in the future will certainly want to ensure they’re able to grab attention quickly with their uploads.