Facebook is evolving its live video feature, and as part of the process, its testing auto-play video in users’ feeds with sound.
Right now, videos auto play in Facebook timelines and users must opt to hear sound by clicking on the volume button on the video. With this feature, the action won’t be necessary.
Mashable explained how the feature will work during the testing phase:
In one version of the test, sound plays immediately as the video begins, if you have sound enabled on your device. Another group is able to turn sound on during the test session using an icon that will sit to the bottom right of videos.
So, it won’t be as invasive as some people may fear. There will be plenty of opportunities to opt out, and it may be as simple as keeping your phone on the vibrate function.
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Facebook shared the following statement with media:
We're running a small test in News Feed where people can choose whether they want to watch videos with sound on from the start. For people in this test who do not want sound to play, they can switch it off in Settings or directly on the video itself.
This is one of several tests we're running as we work to improve the video experience for people on Facebook.
The company faces a challenge with this feature: It has to balance user experience with its advertisers’ desires. The marketers, after all, are the ones paying the bills.
Facebook’s focus on video also highlights the direction in which web content is heading. Cisco’s June 2016 Visual Networking Index report showed that streaming video currently makes up two-thirds of internet traffic. That number is expected to jump 82 percent by 2020.
What do you think, PR Daily readers? How would sound on auto-play videos affect your marketing efforts?
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