Facebook is set to roll out video ads on its users News Feeds later this week as part of a limited test it has revealed.

The social media giant has been trialling the use of visuals on a number of feeds since September, but it has now turned its attention to video advertising and it expects the test ads to go officially live by the end of the week.

So far, the news report from Facebook has suggested there has been a ten per cent increase in people viewing videos and the firm is hoping to see a similar pique in interest for the trial of ads for the upcoming film Divergent: It will then be able to start further pushing its offering as the top site for social media marketing.

In the report, Facebook said: “This week, we’re starting to test this richer storytelling format for advertisers.

“Compelling sight, sound and motion are often integral components of great marketing campaigns, particularly when brands want to increase awareness and attention over a short period of time.

“From launching new products to shifting brand sentiment, this video format is ideal for marketers who are looking to make a large-scale impact, and for people who will discover more great content in their News Feeds.”

The ads will automatically play on a user’s News Feed and are set to appear on both the standard Web and mobile version – on smartphones – of Facebook from Thursday ( December 19).

According to the news story on Facebook’s blog, sound will not be played on the videos until a user clicks on them and once the video finishes, a carousal featuring two more alternative videos will appear.

Facebook was also quick to reassure mobile users the videos would not use their mobile data when on the go on its news post however.

It added: “On mobile devices, all videos that begin playing as they appear on the screen will have been downloaded in advance when the device was connected to WiFi — meaning this content will not consume data plans, even if you’re not connected to WiFi at the time of playback.”

Previous suggestions hinted at small 15 second adverts on the hugely popular social media platform, however the official length of the visual advertisements has yet to be confirmed. The video format is also not intended for all ads and will be developed further by Facebook in the future.

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About the author:

Martin Boonham is an online copywriter for ClickThrough Marketing, he has worked there since October 2012. He has a Masters in Print Journalism from Nottingham Trent University, where he also gained his NCTJ qualification at the same time; achieving qualifications in subbing, shorthand and media law.