Facebook mobile users will soon hear audio fading in as they scroll through videos in the news feed. And then, if they keep on scrolling and view the whole video, the sound will get a bit louder on their phones until they scroll past the clip. Then, the sound will be gone—until another video rolls into sight, that is.
The digital giant announced today its slowly rolling out sound for autoplay videos, a move that’s been widely anticipated for some time. Facebook’s nearly 1.8 billion worldwide monthly users will be able to opt out of the feature in the settings sections. And to be clear, the sound will only play if users have the volume turned up on their phones, of course.
It’s uncertain whether the sound-on feature will be coming to video ads anytime soon. Facebook did not immediately respond to an email seeking clarification on that issue.
But it seems very likely, given Snapchat’s self-proclaimed success with sound and video ads, that Facebook will add sound to autoplay promos. Such news wouldn’t exactly be music to the ears of ad creatives who have been trying to make spots that work on the platform without sound, because that’s what Facebook told them to do a couple of years ago.
UPDATE: A Facebook rep later confirmed that the sound-on feature applies to “video ads and branded content videos in addition to regular organic videos.”
Facebook said it aims to have the feature rolled out globally by the end of 2017.
Additionally, the company on Tuesday revealed a video app for television that it said “will roll out soon to app stores for Apple TV, Amazon Fire TV and Samsung Smart TV, with more platforms to come.”