It seems that Facebook, the world's biggest social networking site, has found a new enemy in the form of television. After trying to keep up with Twitter's dominance in TV conversation through the introduction of 'Trending Unit', the company is now taking on television networks through auto-playing video ads.

On Tuesday, Facebook announced that it will start rolling out video commercials on users account, which critics say could lead to minimized spending on TV ads by different companies.

"Rather than having to click or tap to play, videos will begin to play as they appear onscreen -- without sound," Facebook said in a statement, adding that the ads will come in "a short amount of time."

Analysts believe that it is not only television networks that FB is trying to rival. Forrester analyst Nate Elliott said that "Facebook will rival YouTube as a source of online video ad reach."

Brian Nowak, an analyst with Susquehanna Financial Group, is also bullish about this new promotion style by FB saying big brands are already open about the idea of increasing their spending on videos through the Mark Zuckerberg-owned massive social networking site.

However, Facebook might struggle when it comes to the implementation of such advertising strategy. According Elliot, FB is not that great when it comes to testing of new ad formats. The company should also take into consideration the fact that users don't really like pop-up videos.

To assure users that they will still have a great time using their accounts, FB earlier released a statement saying videos will play silently unless users decided to turn the sound on by tapping the frame. They can also scroll past down the video to hide them from the screen.

As of today, Facebook is only testing one video ad for the film Divergent, an American science fiction adventure film directed by Neil Burger.