Facebook has been testing auto-playing videos in News Feed without sound, leading to over 10% increase in engagement.
This week, they extend the test to advertisers, starting with Summit Entertainment promoting Divergent.
Videos play silently as users scroll, pre-downloaded on WiFi to avoid data costs.
Clicking opens full screen with sound.
A carousel shows two more videos after.
This premium format targets large-scale awareness campaigns, not all ads.
Facebook will refine based on test results.
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