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Facebook isn’t the only social network looking to take on Google’s YouTube. Twitter is looking to ramp up its video rollout by letting some videos play automatically.

Starting today, some people in the U.S. who use Twitter’s iPhone and iPad apps may notice videos playing in their feed even though they never pressed play. It’s part of a two-pronged test the company is conducting to see whether people are more likely to watch a video when it starts playing automatically as it does in Facebook, as opposed to the current model requiring a click to play, as it does in YouTube.

“We’re running a small test on a few variations on the video playback experience,” a Twitter spokesman said in an emailed statement.

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