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Facebook trialling auto-play video adverts

Facebook trialling auto-play video adverts

Facebook has confirmed it is currently testing video ads that will appear on users’ news feeds.

The social network said a number of its users would see teaser trailers for Divergent, an upcoming film based on a book of the same name, showing up among the status updates and shared posts made by their friends and the pages they have ‘liked’.

Facebook said the move is still in the trial stage and it has not yet started selling video advertisements. While it would not disclose exactly how much the feature would cost for internet marketing specialists, the company did confirm the ads would form part of a premium product that brands could use when looking to broaden their audiences.

The adverts begin playing without audio when they appear on-screen, and users can click on the clip to hear the sound.

The social network has also pointed out that, for those accessing Facebook via a mobile device such as a smartphone or tablet computer, the video ads would only appear if the device is connected to Wi-Fi.

Its advert offering has allowed Facebook to grow significantly. The company posted revenue of £2.28bn in 2011, which rose to £3.12bn a year later. Up to September this year, Facebook has reportedly taken £3.25bn in revenue.

While the video adverts will undoubtedly extend a brand’s scope, the best approach to getting the most from social media remains reaching out to customers in an organic and engaging way – posting industry-relevant articles, sharing interesting posts and ultimately, giving the customer base a reason to engage.

Richard Bell

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