Facebook has started trying a new feature that would get ads live in the central of videos shared on the social network.
Deliberating to a report in Recode, Facebook will let publishers to insert ads into their video clips after people have watched them for at least 20 seconds.
Publishers will receive 55% of the income from these ads - the same split obtainable by YouTube - industry sources told the tech site.
The move marks a step variation for Facebook, which until now has fought allowing "pre-roll" ads that play before a video starts.
The company has been under growing pressure from media outlets and other video publishers to offer a way for them to monetise their video content.
Last year, Facebook chief executive Mark Zuckerberg exposed that users view 100 million hours of video a day on the social network.
However, producers currently see little or no ad revenue from the clips they share on Facebook - despite expenses considerable resources creating that content.
Facebook has tested a number of creative advertising opportunities for publishers.
"Advertisers are super keen on video advertising," Eleni Marouli, at analyst company IHS Markit, told BBC News.
"If Facebook wants those TV ad dollars, they have to invest more in video."