The most recent iOS update of Instagram
removes an option to disable automatic video playback, users have discovered. The change wasn't mentioned in release notes. Without the toggle, video clips will attempt to play immediately whenever they appear in a feed; they do begin muted, however, and preloading can be limited to Wi-Fi.
Facebook may be laying groundwork for advertising. Ads will start appearing in feeds within the next year
, and it's likely that at least some businesses will prefer to use videos instead of static images and/or banners.