Well, isn’t this just great. After months of internal discussion, Twitter has finally started testing autoplay videos in timelines on iOS devices to see if such a method of presentation helps improve video view count. The feature is already an established part of sites like Facebook, Instagram, and Vine, so there’s a good chance it’ll become a permanent feature of the microblogging site, too.
Twitter’s autoplay trial reportedly applies to Promoted Video ads, videos uploaded by users using Twitter’s mobile app, and content that arrives via the company’s Amplify program, which allows broadcasters to post clips preceded by ads. Like most platforms, these autoplay videos will be muted unless you actually click on them. And based on the report, it sounds like Twitter will present some users with a six second preview, rather than the whole video, while others will see the video in its entirety.
Roughly a year ago Twitter poached YouTube exec Baljeet Singh to be its head of TV and video so that the company could beef up its video business beyond the Amplify program and Vine. This January, Twitter added the ability for people to record and upload videos within the company’s mobile apps as a way to increase the amount of video posted to the social network. And last month it acquired Niche, a company that matches advertisers with digital celebrities like YouTube talent and Vine stars for brand campaigns.
Facebook started autoplaying videos in its News Feed almost 18 months ago, and has seen video uploads and consumption skyrocket on the platform ever since. One benefit to a video-happy user base is it’s likely more receptive to video ads, and video ads are a lot pricier than display advertising.
Well, if you don’t have Wi-Fi often, you now know whom to blame if your next monthly data bill goes through the roof.
