Facebook is rolling out a feature that will allow advertisers to play videos in users' news feeds.
The social networking giant is testing the feature with a small group of users this week.
In a statement, Facebook says the videos will begin to play automatically as they appear onscreen, without sound.
When users tap the videos, the sound will turn on and the video will play in full-screen mode.
Facebook says smartphone users don't have to worry about the ads eating into mobile data plans.
The videos will only download when devices are connected to WiFi.