Facebook wants to officially dethrone YouTube. The social network announced the establishment of a dedicated tab for sharing and discovering video in its application.
This new section ‘movies’ will help people to discover, watch and share Facebook videos that are interesting for them, “said Will Cathcart, in charge of Product at Facebook, in a blog post.
Specifically, the iPhone app (and later one on Android) will see the Messenger button at the bottom center of the navigation bar replaced by “Videos”. It will find all videos shared by friends, by the pages to which we subscribed, and suggestions. The user will also be encouraged to publish its own footage.
With this tab, Facebook frontally attack the YouTube Google platform. The social network indeed eyeing the video media, seen by CEO Mark Zuckerberg as “ the future of the division” on social networks. Indeed, video s’ itself as essential to stay in the heart of Internet users. According to a Médiamétrie study, each day, more than 10.2 million French are watching videos online, 13% more than last year. An activity they spend on average 29 minutes daily
The evolution of the shares according Facebook
Farewell frustration pre-roll
Since December 2013, it is possible to host its videos directly to Facebook. These then appear in the News Feed by launching automatically but without sound (called an “autoplay”). Special feature: no advertising starts before the video (called “pre-roll”) or slips over (“pop-over”). A big plus face the frustrations caused by the increase of pubs on YouTube.
Liz Lemon illustrates the frustration of the pre-roll
Within two years, users of Facebook have become addicted. Over 4 billion videos are watched every day now on the social network! Especially as more user watch videos (especially with the sound, to the end and high definition), the more we will suggest videos in his thread. A study Adobe has even confirmed that members are always fond of video content to the detriment of the bylaws with text only.
By the way, Facebook has nibbled the YouTube audience, from a year 24-33% of video on the web Views (against 58-56% for YouTube).
The advantage of recommendation
The battle between the two giants just beginning. And the ambition of Facebook is explicit: to create a “better than all that YouTube offers” Service
The social network can count on a great asset. Its algorithm, supposed to recommend content that appeal its users. Contact the right person with the right video would be the new mantra of the social network.
We want to show people more videos of the kind they want and less of those they do not want “says Facebook.
It is also a way to take the other side of YouTube. Indeed, the Google platform has become must for watching videos, but still meets all a logical search to look. But if the algorithm Facebook makes his job of suggesting the correct video to the right audience, why go to YouTube to find interesting videos?
An employee of Facebook (Justin Sullivan / Getty Images / AFP)
The issue of advertising revenue
still remains to convince content creators to opt for its platform. Since this summer, rumored that Facebook is negotiating with several music labels, Sony and Universal in mind, to host video clips to it (and no longer on YouTube via Vevo).
The future of clips Internet is not on Facebook but on YouTube, “have already decided Pascal Negro, CEO of Universal France, according to the” Tribune “.
Meanwhile, several content producers begin to migrate over the network social. HBO and Amazon e-commerce giant (which also produces series) opted for Facebook to promote their new series rather than the traditional YouTube. A disavowal for the Google site, the videos published by TV producers are often among the most popular.
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The central issue to attract video creators is certainly sharing advertising revenue. But on Facebook, it is not (yet) possible to display advertisements before or during video (YouTube reverse). However, the social network has already explained that monetization is planned through the “Suggested Videos”, that is to say those presented in the News Feed after viewing a video. The then displayed advertisements generate revenue, 55% accrue to the creators of different content based on the playback time (the same ratio as YouTube). A way out of the frustration of the pre-roll.
Finally, Facebook recently rolled out a new way to buy advertising space on the social network called “target-point rating” that s apparent in how to buy commercials on television. This new format of acquisition “is an attempt to position Facebook as a continuity of television in media plans, rather than a video platform on the web totally separate,” said analyst Ken Sena of Evercore, in a Note.
An additional argument for Facebook manages to dethrone YouTube.
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How will dethrone Facebook Youtube
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