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video screen shotWant to watch video in your news feed without having to press play? If you’re one of the anointed few, that will soon be an option for you.

Facebook announced today that it will be adding auto-playing video to some users’ News Feeds on its mobile apps. The videos will initially play silently, and then will expand to fill the screen and add sound when users tap on them.

Today’s announcement appears to be a precursor to a rollout of video advertisements, a product which Facebook has been working on for the past year. According to reports on the company’s plans for its video ads, the spots, which will be 15 seconds or shorter, will automatically play silently inside a user’s News Feed until a user chooses to interact with them.

Investors and analysts have been hounding the social networking company for video ads, which stand to be a lucrative revenue opportunity. According to a report last month by the Wall Street Journal, advertisers hoping to reach a broad audience on Facebook will pay roughly $2 million per day for the privilege.

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