Facebook is to roll out video adverts which play without sound unless clicked on.
The social network initially trialled the features in the US and are set to activate the feature in the UK within weeks.
The latest move is expected to attract even more advertising revenue, which has seen a significant rise in the past 12 months.
The company said on Wednesday that it would be introducing the ads with a “limited group of advertisers” in the selected countries, including the UK, Australia and France.
Premium Video Ads will also be rolled out in Brazil, Canada, Germany and Japan. But Facebook did not reveal the companies that would be advertising.
“We’ll roll out Premium Video Ads slowly and monitor how people interact with them,” said Facebook in a statement.
“This limited introduction allows us to concentrate our efforts on a smaller number of advertisers with high-quality campaigns.”
Each video advert will be 15 seconds long .The ads will stop playing if users scroll past them. But, if people tap or click on the video, it will expand into a full-screen view and sound will start.
Facebook’s raised over $2 billion from advertising in the first quarter of 2014, an 82% increase on the same quarter last year.