Well, this was inevitable: Twitter is testing videos that start playing automatically when encountered in people’s main feed within its iOS apps. Why inevitable? Because Facebook did it some time ago, and the backlash hasn’t been *that* big. And videos that automatically play can be a stepping stone to video ads that automatically play, in the future. 

In fact, that’s exactly the plan: “This autoplay video test will apply to Promoted Video ads, videos that users upload through Twitter’s mobile app and clips that are part of its Amplify program, which lets companies like ESPN and the NFL post videos with pre-roll ads,” claims AdAge. The trial is in two parts: one testing videos that automatically play in full before looping, and another testing six-second “previews” – which also loop. “We’re running a small test on a few variations on the video playback experience,” is Twitter’s official comment.

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