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Facebook announced on Tuesday that it will begin including sound on autoplay videos for users on the company's mobile app.
The change — first noticed in a testing phase in August — will now begin to be rolled out to a larger group.
Facebook is in the midst of a major push into bigger and higher-quality video content. The company is starting to make money off the video that is now a major part of the News Feed experience, primarily through mid-roll ads. The company introduced a video tab in December.
Facebook is also working on getting users to watch video not just on mobile or desktop, but also on their TVs through the introduction of a new app.
Facebook released a video to show how it works, along with other new features like improved integration of vertical video.
"With this update, sound fades in and out as you scroll through videos in News Feed, bringing those videos to life," wrote Facebook product managers Dana Sittler and Alex Li in a blog post.
Facebook is giving users the ability to turn this off with a new toggle under settings labeled "Videos in News Feed Start With Sound." Videos will not play sound if a user's phone is set to silent.
Video will not autoplay with sound when Facebook is visited by desktop computer.
The change should help Facebook make more money from advertisers who may have been frustrated with the lack of sound on their ads. One study from Facebook found that 41% of ads without sound were "meaningless."
Facebook's head of partnerships also discussed the change at the Recode media conference on Tuesday.
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