Twitter announced that they will be rolling out Autoplay Videos running on its platform on the web and on iOS from today, but Android users will have to wait for a while for this update. When users scroll down their Twitter feeds and see a video, it will automatically begin to play while the sound will be muted. We have to click on the video to play it in the full-screen mode with sound like in other social networks including Instagram and Facebook.
Earlier users need to tap three times to watch a video on Twitter, but now it takes none. Not only native videos, but GIFs and Vines will also be autoplayed.
Twitter has given the users a choice whether they want to enable the Autoplay Videos feature, or return to the earlier click to play. Users can change the settings according to their requirement. For instance, users can select to have “autoplay videos” only when they are connected to WiFi and when they are on cellular data they can select click to play option.
Adam Bain, Twitter’s president of revenue and partnerships said “We have learned just showing a thumbnail with a play button isn’t enough to entice consumers to watch. Consumers preferred this video viewing experience on Twitter more than any other experience.”
According to a report the “autoplay videos” feature on Twitter represents a big financial opportunity for the company to boost its chances of wooing ad dollars, but it might upset some users who view this initiative as annoying.
Twitter has assured the advertisers that it will charge them only after 100 per cent of the video has been in view for at least three seconds, since only half of the video ads across the web are actually viewable. Mr. Bain said “That threshold is better than the one our peers set.” Twitter said that it has enlisted Moat as an independent firm to determine the viewability of its video ads.