As Facebook announced yesterday, it has started testing - as they say - "an easier way to watch videos on Facebook". Now, when users see a video in a News Feed, "it comes to life and starts playing". To be less disturbing, thankfully videos will initially play silently but if a user want the video can be tapped to play it then with sound in full screen. If users don't care the video at all, they can scroll past. This sounds a little bit like the automatic video playback of Instagram, where videos are nevertheless played with sound. Therefore it's much better done since otherwise Facebook can become pretty noisy. Also, the new functionality has some limitations at the moment.
At this time, videos start playing only if they are from individuals (personal Facebook accounts or verified Pages) or pages of musicians and bands.
As said, videos only play with sound after they are clicked and videos from advertisers are not playing automatically but at this time, this feature will be limited to videos posted by individuals, musicians, and bands.
Facebook said it's "doing this to make sure it creates the best possible experience". However, it was also said that "over time, we'll continue to explore how to bring this to marketers in the future".
Automatic video playback is starting with a limited test and will continue to roll out over time. However, Facebook has yet not given an answer to the question of how much data this new feature will consumes. If every video on a News Feed will start to play automatically, it's a waste of bandwidth and therefore users will run into data caps earlier.
Cheers ~ Arne