Facebook has huge success with its video component, establishing over three billion daily views and testing out new features to bring in new potential advertisers. Today, the company continued to make strides in that direction, offering a unique feature that could challenge marketers to try something new: closed captioning.

The social media giant has begun offering two lines of automated captions in branded videos for no additional charge, according to an AdWeek report. This will enable companies to set up a silent autoplay feature in Facebook feeds, while keeping their message relevant, and it could be something that catches the eyes of viewers long enough to keep them from scrolling past.

Granted, the challenge now lies with making sure the message is displayed quickly enough to catch those eyes, according to Facebook ad products marketing director Graham Mudd. He noted that captioned video ads have a 12 percent increase in video view time over those without them.

“In a feed-based environment, people are in control of what they consume,” he explained. “So, unless you focus on earning that attention, really through relevance, you’re not going to succeed as much as you would otherwise.”

Further research by Fors Marsh indicates that users tend to remember content in a news feed, even if they’re scrolling by it in a quick manner. Facebook followed that up by noting that, per research from Nielsen, recall can pick up as much as 47 percent after three seconds of viewing, and as high as 74 percent after ten seconds.

Not only that, but closed captioned videos are also noticeable across a number of formats, including mobile. Considering that mobile ad revenue makes up 80 percent of the company’s overall ad funds, that’s a big deal.

Mudd noted that the big challenge for companies now lies in adapting said content for video, and not just with closed captioning. “I think the massive adoption of smartphones, etc. is all coming together to produce a new advertising channel that has tremendous reach,” he explained. “And I think that mobile as a device is becoming one of the most – if not the most – important devices to people.”

Facebook will also continue to expand its video opportunities with other features, including new video ad analytics that measure ads independently, as well as the ability to purchase “100 percent in view” for more markets, as it was previously only available in the United States. (This enables the opportunity to let video ads run full-on through a news feed.)

These changes should help Facebook see more potential business for its video division – and captioning isn’t needed to get that message.