Dive Brief: 

• Marketers may soon be able to upload auto-play videos to branded Facebook pages. 
• Auto-play video ads have been available to a handful of brands on the social site, but this will be the first time any brands have been able to use the option without buying an ad. 
• Fast food chain Wendy's has been uploading a large amount of videos promoting summer salads and while it says it hasn't been specifically uploading auto-play videos, many of the spots start playing when users are scrolling down the company's page. 

Dive Insight: 

Opening up brand videos to the auto-play option will expand the feature tremendously. For starters, not every brand would have to pay to benefit from the feature. Additionally, videos could be in a much longer format than the 15-second ads. Having organic posts automatically play could also prep users for more ads to come down the pipe, hopefully making them less averse to the practice.