After months of exploring embedded videos in the newsfeed, Facebook(s fb) has announced that it will be testing “promoted videos” to its user base, starting with a trailer for the March movie Divergent. This announcement comes in the wake of a Wall Street Journal report that asserted the company would be selling video ads this week.

The videos will be embedded in the newsfeed and autoplay once they “appear” onscreen — similar to the way Facebook’s embedded videos from users work now. Like those videos, ads will be initially muted — users will have to tap the video or play it in full screen to get the sound. At the end of the video, new content will appear in a carousel, which will allow users to watch multiple ads at once. According to the company’s own internal research, videos increase user response (Likes and Comments) by ten percent.

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