Facebook to Test Auto-Playing Video Ads for 'Divergent'

Some users will see teasers for the upcoming Summit film as they scroll through their news feeds.

Facebook already has been testing auto-playing videos -- posted clips that begin playing without users choosing to click or tap "play" -- as users scroll through their news feed. Now the tech giant is extending that approach to video ads, beginning with teasers for Summit's upcoming film Divergent.

Starting this week, some Facebook users will see Divergent video ads begin playing automatically, without sound, as they scroll through their feed.

If users don't want to watch, they can simply scroll past the clip and it will stop. If users click or tap on the video, the sound will come on. At the end of the video, a carousel featuring two additional videos will appear, so users can watch more content from the same marketer.

PHOTOS: 10 Stills From 'Divergent'

For the test, Facebook is working with Summit Entertainment and Mindshare to promote a series of Divergent videos.

Facebook's auto-play test resulted in a 10 percent increase in people watching, liking, sharing and commenting on videos. Currently, videos automatically start playing from individuals and some pages, like those of entertainers and sports organizations.

Watch the video below to see how Facebook's auto-playing Divergent ads will work.