Following in Google's and Facebook’s footsteps, Twitter is rolling out its first autoplay videos as the company is trying to boost the value of its advertising platform. Native videos, GIFs and Vines will begin to autoplay in timelines and across Twitter, the company said on Tuesday. Videos will appear larger and will autoplay on mute when users see them on their timelines. Clicking on the video will put it in full-screen mode and add sound. Users can still retweet, comment or indicate they like the video at any point.

Twitter’s new video features are rolling out gradually first on iOS and the web, and will later extend to Android.

Twitter also announced a new standard for how marketers will be charged for video views. Now, Twitter charges them only when a video is completely visible on the user’s device and has been watched for at least three seconds. To improve the accuracy of its metrics on video ad campaigns, Twitter will soon be working with multiple third-party vendors to more transparently measure an ad’s success, the company said.

Twitter's first-quarter earnings Twitter missed revenue expectations and promised investors to bolster its advertising business.