Facebook has revealed on Tuesday that the company is testing new video features in its platform.

The California based social network has announced recently that the site is testing new video features in an effort to make it a more video friendly platform. The new features are expected to pose a serious challenge to YouTube owned by Google which is pioneering in ad-supported videos on the internet for years now, according to BBC.

"Video has continued to grow on Facebook," vice president of product management Will Cathcart said, reported CTV News. "It has become an integral part of how people around the world discover, watch and share videos they care about every day," reported.

The new features are being tried on iPhones' Facebook application, where more related videos will be suggested once the user is done watching a clip from the news feed. Cathcart noted they are very much pleased about the initial results also said that with the use of such features users are discovering new videos as well as enjoying watching them.

Cathcart added that they are just a step away from testing the ad-supported videos on iPhones globally. Facebook that is currently trying the new features on web browser has planned to test the same in smartphones operated by Google-backed Android software. The company is also trying its hand in enabling save option on the videos which would help users watch them later at ease.

"Facebook already accounts for about 20% of the time people spend online, and it has an unbelievable level of data about its users, which is very interesting for ad-funded content providers," said Ian Maude, from Enders Analysis. "If it can carry high-quality content and more personalised targeting through the information it has on all of us, then that's the Holy Grail for marketers," he added.