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 Good Gear Guide newsletter!

Error: Please check your email address.

Tags advertisingmobile applicationsInternet-based applications and servicestwittermobilesocial mediainternetvideo

Our Back to Business guide highlights the best products for you to boost your productivity at home, on the road, at the office, or in the classroom.

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

Essentials

Lexar® JumpDrive® S57 USB 3.0 flash drive

Learn more >

Microsoft L5V-00027 Sculpt Ergonomic Keyboard Desktop

Learn more >

Mobile

Lexar® JumpDrive® S45 USB 3.0 flash drive 

Learn more >

Exec

HD Pan/Tilt Wi-Fi Camera with Night Vision NC450

Learn more >

Audio-Technica ATH-ANC70 Noise Cancelling Headphones

Learn more >

Lexar® Professional 1800x microSDHC™/microSDXC™ UHS-II cards 

Learn more >

Lexar® JumpDrive® C20c USB Type-C flash drive 

Learn more >

Budget

Back To Business Guide

Click for more ›

Most Popular Reviews

Latest News Articles

Resources

PCW Evaluation Team

Azadeh Williams

HP OfficeJet Pro 8730

A smarter way to print for busy small business owners, combining speedy printing with scanning and copying, making it easier to produce high quality documents and images at a touch of a button.

Andrew Grant

HP OfficeJet Pro 8730

I've had a multifunction printer in the office going on 10 years now. It was a neat bit of kit back in the day -- print, copy, scan, fax -- when printing over WiFi felt a bit like magic. It’s seen better days though and an upgrade’s well overdue. This HP OfficeJet Pro 8730 looks like it ticks all the same boxes: print, copy, scan, and fax. (Really? Does anyone fax anything any more? I guess it's good to know the facility’s there, just in case.) Printing over WiFi is more-or- less standard these days.

Ed Dawson

HP OfficeJet Pro 8730

As a freelance writer who is always on the go, I like my technology to be both efficient and effective so I can do my job well. The HP OfficeJet Pro 8730 Inkjet Printer ticks all the boxes in terms of form factor, performance and user interface.

Michael Hargreaves

Windows 10 for Business / Dell XPS 13

I’d happily recommend this touchscreen laptop and Windows 10 as a great way to get serious work done at a desk or on the road.

Aysha Strobbe

Windows 10 / HP Spectre x360

Ultimately, I think the Windows 10 environment is excellent for me as it caters for so many different uses. The inclusion of the Xbox app is also great for when you need some downtime too!

Mark Escubio

Windows 10 / Lenovo Yoga 910

For me, the Xbox Play Anywhere is a great new feature as it allows you to play your current Xbox games with higher resolutions and better graphics without forking out extra cash for another copy. Although available titles are still scarce, but I’m sure it will grow in time.

Featured Content

Latest Jobs

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?