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Facebook auto-playing video feature lands on iOS news feeds

Facebook's iOS app is starting to look and feel a lot more like Instagram, with videos that automatically play as you scroll by them.

The social media giant on has released an update for its official app for iPhone and iPad devices, adding a feature to the news feed that will auto-play embedded videos as you scroll through. Facebook first announced the feature back in September.

This is similar to how videos show up on Facebook-owned Instagram. As you scroll through, they start playing automatically — although they are not muted by default on the video- and photo-sharing site. Twitter's Vine does the same thing, with the six-second looping videos playing as they come into view.

On Facebook, videos will initially play silently. If you want, you can tap on the clip to play it with sound in full-screen mode.

In September, Facebook said adding auto-play to the news feed provides an "easier way to watch videos on Facebook," with the content coming to life as you scroll. Don't like it? "Scroll past if you don't want to watch," the social network recommended.

The feature first started rolling out on the Pages of musicians and bands, as well as individual accounts and verified Pages. Also expect to see auto videos from advertisers going forward.

"We'll continue to explore how to bring this to marketers in the future," Facebook said in September.

Meanwhile, Facebook's Instagram added video in June, and the company last month started rolling out ads to its feed.