Twitter tests videos that play automatically

Users of the company's iOS apps in the U.S. may start seeing the videos

Twitter's sign at its headquarters on Market Street in San Francisco

Twitter's sign at its headquarters on Market Street in San Francisco

Twitter has started to let videos play automatically in some people's feeds, in a test that could allow it to make more money from video advertising.

The videos will play automatically for a small percentage of people who use Twitter's iOS app in the U.S. "We're running a small test on a few variations on the video playback experience," a Twitter spokesman said.

The test, first reported by Advertising Age, applies both to videos uploaded by users and to those posted by advertisers, but it doesn't apply to looped videos from Twitter's Vine service.

It's not clear how long the test will last. It's designed to let Twitter see how receptive users are to having videos play automatically, as it considers rolling the feature out more broadly and charging advertisers for it. For existing video ads, Twitter charges advertisers only when a user clicks on a video.

Autoplaying videos are more attractive to marketers because they get ads in front of more eyeballs, even if they're more expensive to run.

On YouTube, videos have to be clicked on before any ads run, but Facebook began rolling out autoplaying videos in 2013. Since then, more videos are being posted on Facebook, and the amount of video in people's feeds more than tripled in 2014.

Twitter's autoplaying videos will initially play without sound. If a mobile user taps on the ad, it will expand to full screen and play with sound.

For the test, roughly 2 percent of Twitter users will see the autoplaying ads. With about 288 million people logging in each month, that's more than 5 million people.

Zach Miners covers social networking, search and general technology news for IDG News Service. Follow Zach on Twitter at @zachminers. Zach's e-mail address is zach_miners@idg.com

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.

Tags social mediamobileinternetadvertisingtwittervideomobile applicationsInternet-based applications and services

Keep up with the latest tech news, reviews and previews by subscribing to the Good Gear Guide newsletter.

Zach Miners

IDG News Service
Show Comments

Brand Post

Most Popular Reviews

Latest Articles

Resources

PCW Evaluation Team

Tom Pope

Dynabook Portégé X30L-G

Ultimately this laptop has achieved everything I would hope for in a laptop for work, while fitting that into a form factor and weight that is remarkable.

Tom Sellers

MSI P65

This smart laptop was enjoyable to use and great to work on – creating content was super simple.

Lolita Wang

MSI GT76

It really doesn’t get more “gaming laptop” than this.

Jack Jeffries

MSI GS75

As the Maserati or BMW of laptops, it would fit perfectly in the hands of a professional needing firepower under the hood, sophistication and class on the surface, and gaming prowess (sports mode if you will) in between.

Taylor Carr

MSI PS63

The MSI PS63 is an amazing laptop and I would definitely consider buying one in the future.

Christopher Low

Brother RJ-4230B

This small mobile printer is exactly what I need for invoicing and other jobs such as sending fellow tradesman details or step-by-step instructions that I can easily print off from my phone or the Web.

Featured Content

Product Launch Showcase

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?