Facebook has announced that video spots will start to appear on the News Feed within the next few months.

The silent ads will time-out at 15 seconds and will stop playing if the user chooses to scroll past. Tapping the video will launch a full-screen view of the video with sound.

But Facebook is being cautious about who can advertise initially and the quality of their videos. It will use a quality-control company to assess how engaging a spot is before it appears on News Feeds.

What Facebook is calling “Premium Video Ads” will be rolled out gradually while the social media giant observes how users react.