Company To Promote Videos More

Facebook on Thursday moved to bolster its appeal and money-making potential as an online platform for viewing video similar to YouTube. The world's largest social networking site has said on December 14 that it would begin promoting videos more prominently inside its News Feed. "While pre-roll ads don't work well in News Feed, we think they will work well in Watch because it's a place where people visit and come back to with the intention to watch videos", said Maria Angelidou-Smith, a Facebook product management director. By so doing, show creators will be able to grow an audience for new shows, while people will be able to connect with content they may be interested in. It is also now easier for show creators to reach existing viewers by distributing new episodes directly to followers if their Show Page is linked to their existing Page.

The social network is also tweaking its ads that show up in the middle of a video.

To improve the distribution of videos that users actively want to watch, Facebook has updated its News Feed ranking. The introduction of pre-roll is part of the company's plans to make its platforms more appealing to video creators, who have so far overwhelmingly used channels like Google's YouTube and Twitter's now-defunct Vine. Starting next month, adverts will only appear in videos that are at least three minutes long, and will not appear until at least one minute in. This will replace the earlier arrangement where videos that were a minimum of 90 seconds were eligible for Ad Breaks. 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. Furthermore, across initial testing, satisfaction increased 18% when we delayed the first Ad Break placement. This, according to the research it carried out, showed that people will most likely continue to watch the content through the break. Facebook has incentivized users over the past year to post more live videos, longer form videos and videos generally.

  • Eleanor Harrison