Facebook is continuing its push to become the market leader in short-form digital video with the release of two new video features: a trial for a “Click for More” call-to-action button for desktop users, and the launch of live streaming for brands on their verified Pages. By building out its portfolio of digital media offerings, Facebook is moving itself into a more competitive position against online video platform, YouTube.’Click for More’ on desktop:
- Facebook is testing a call-to-action button for its desktop users. Clicking anywhere on the video will take users to another window, which will show a larger version of the video as a part of a carousel of related videos.
- Ads will be intermittently shown between videos, which will autoplay unless users select otherwise.
- By taking users to a separate window, Facebook is ensuring that users who engage with the button aren’t distracted by the Newsfeed. This will likely increase the number of videos Facebook’s users view, which will have an effect on the click-through-rates and impression rates of its videos.
- The feature is likely trying to act as a precursor to Facebook’s upcoming standalone video portal, which is expected to launch in 2016.
Live streaming for brands:
- Facebook is allowing verified brands on its Pages site to live stream to their pages. Page users tap a “Publish” button and select “Live Video” at which point the video will begin after a brief opportunity for an introduction.
- Facebook Pages will offer metrics so brands can follow how many viewers are tuned in. For the moment live streaming will only be available on Facebook for iOS.
Earlier this year, Facebook said that they expects video to effectively take over the social network in the next couple of years. Considering the rapid increase in both the number of videos published to the site and the daily views that the site experiences, this is a plausible statement.
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