Imagine a world where you can sit and watch Facebook videos – videos plural – without ever having to click or tap anything. Just a continuous loop of content, right in your face.
Facebook is currently testing a feature that would do just that.
The social network is testing a new Netflix-like video feature that automatically plays another video once the one you’re currently watching ends. It’s a step past recommended videos, which Facebook started rolling out in September, and different from regular autoplay videos, which have appeared in News Feed for well over a year.
In this new test, if you don’t click on a “related video” after a certain amount of time following the end of your video (Facebook is testing different lengths), the next video in the queue will start playing on its own.
Currently, this is only being tested on mobile (both iOS and Android). This is likely due to the fact that the majority of video consumption is on mobile, contrary to what you might think.
Video is a giant part of Facebook's strategy, and time spent watching videos on the site has exploded over the last year or so. Earlier this year, Facebook revealed that the number of video posts per person had increased 75 percent globally and a whopping 94 percent in the US. Another report indicated that brands are posting way more videos on Facebook than YouTube recently.
More videos, more eyes, more time spent watching, less friction in viewing. Are you listening, brands?