- Twitter is rolling out a test of autoplay video on a limited number of iPhone and iPad app users.
- The test round is two-pronged—some videos will play completely through automatically, while others will show a six second loop preview of videos.
- Included in the autoplay videos will be both Promoted Video ads and videos from the Amplify program that allows brands to post videos with pre-roll ads.
Twitter is following what seems to be a natural progression after rival Facebook has seen such major success with autoplay ads. Adding the autoplay feature could be a big draw for advertisers interested in video on the site. Anything that can guarantee advertisers receive more eyes on their videos should help boost ad revenue. What the social network will have to navigate next is whether or not those autoplay views will satisfy advertisers enough to buy in. Facebook's recent data on brand lift for videos seen under one second might help the overall cause for autoplay videos, which could be good news for Twitter.