Company To Promote Videos More

Javier Stokes
December 16, 2017

Facebook's head of video Fidji Simo tells TechCrunch that it will not renew direct subsidies to Live News Feed video broadcasters, confirming a Digiday report about it halting payments that included $50 million in contracts for 140 publishers and celebrities. People can also submit shows in a similar way they submit on YouTube. Facebook will also prioritize showing other videos from the same pages that users deliberately navigate to. "Engaging one-off videos that bring friends and communities together have always done well in News Feed and will continue to do so", the post reads.

Brian Wieser, analyst from Pivotal Research Group said though Facebook user count has been growing and revenue has been rising rapidly, the company is unable to make people spend more time on the platform and watch videos.

"We are updating News Feed ranking to improve distribution of videos from publishers and creators that people actively want to watch".

Videos that are part of a series or from creators churning out regular content will now get preferential placement in the news feed.

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The Discover tab in Watch will also emphasize more on shows that attract repeat watch. Facebook is embracing pre-rolls after years of shunning them as it tries to make payouts to video creators sustainable. The update includes improved metrics such as a dedicated ad break insights tab as well as two new metrics - ad break impressions at the video level and ad break CPMs at the video level. This will replace the earlier arrangement where videos that were a minimum of 90 seconds were eligible for Ad Breaks. Furthermore, across initial testing, satisfaction increased 18% when we delayed the first Ad Break placement.

Facebook has announced plans to promote videos more prominently inside its News Feed, using the central feature of its main app to build more interest in the original video content it has created and compete more directly with YouTube.

The Ad Breaks test has now been further updated, and will only support Pages with more than 50k followers.

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