Investors and analysts have wanted the company to do this for months, she said. FB will begin displaying video ads for the upcoming film Divergent to a "small number of people."
The ad will begin as a "quiet version," which will be displayed in the news feed of users. At that point, users can skip over the ad by continuing to scroll through their feed or watch the advertisement by clicking on it, she explained.
Borchardt added that should users finish the first video ad, another one will begin playing immediately afterwards.
Facebook has also added a "donate now" feature for non-profit organizations. The company hopes it will help increase donations to organizations such the World Wildlife Fund and Unicef.
Borchardt concluded that FB will also be adding a "dislike" feature to go with its famous "Like" button.