By now, you’ve probably heard the news that Facebook will be rolling out auto-play video ads in the news feed for mobile and desktop. As users scroll through their news feed, the video ads will start playing instantly—without sound—though users will be able to turn on the sound if they choose by simply tapping the ad. Facebook users will also be able to move past the video without interacting with it, and on mobile, the ads will load via a Wi-Fi connection where available, so the ads won’t affect users’ data plans. All things considered, the new ads don’t sound too intrusive for Facebook users.   

For marketers, Facebook is not offering video auto-play ads in a typical format that marketers are used to, and for good reason. Facebook doesn’t want to push its current users away from the platform by forcing them to watch obtrusive ads that keep them from sharing BuzzFeed lists or commenting on their friends’ baby pictures.

To grab a user’s attention, the new video ads will have to be creative, impactful and visually arresting. Bold graphics, artistic treatments and compelling content might catch more eyes during the regular news feed scroll, while simple posts will probably fall flat.

Marketers will have to think outside the box in order to create effective and engaging ads that fit the new format. Some advertisers are already creating short, engaging videos that might translate well to Facebook’s new format (e.g., Lowe’s Fix in Six campaign.)

Facebook has only just begun using the video ads with a small group of test users and the current price tag, at around $1 million-plus per day, prevent all but the biggest media budgets from experimenting for now. Keep your eyes peeled for successful auto-play video ads in your news feed and share your thoughts about the new ad format in the comments below.