Facebook Makes Watching And Publishing Videos 'More Interesting'
Mark Zuckerberg would not stop when it comes to throwing out updates on social media.
This time, Facebook would show more ads to people who watch, and the publishers of the videos would also earn some money.
So, mid-way (20 seconds or so) while you watch your Facebook videos, you would see adverts, as Facebook would now give video publishers the chance to insert ads into their clips - called the mid-roll ad format.
For now, Facebook will sell the ads and share the revenue with publishers, giving them 55 percent of all sales. That’s the same split offered by YouTube, which dominates the online video ad business.
Hashtags might not work on Facebook, but this would sure work.
Facebook began showing videos to users a couple of years ago, and by 2016, it reported that those users were watching 100 million hours per day.
However, Zuckerberg has reportedly forbidden 'pre-roll' video ads, which run before the clip starts.
Last year, Facebook started allowing publishers to create videos sponsored by advertisers, which has allowed some publishers to generate significant ad cash.
Facebook has also tried other experiments to create advertising opportunities for publishers. In 2015, it created a separate video section and allowed some publishers to share revenue from standalone video ads it ran there. Last year, it also began testing mid-roll ads in live videos.
The plan Facebook is trying now could have the biggest impact, since it includes all kinds of videos throughout the network — most crucially in the News Feed, its primary distribution mechanism.
The parameters of the new ads also suggest that Facebook is placing more importance on the time people spend watching videos, rather than the total number of videos they watch.
Up until now, Facebook has defined a “video view” as any time a user watches a clip for a minimum of three seconds. That’s been a source of controversy in the media business, especially since Facebook automatically plays videos when they show up in users’ feeds.
But the new Facebook ads can only run once a viewer has watched a clip for at least 20 seconds. And they can also only appear in videos that run for at least 90 seconds. In other words, Facebook is telling publishers that in order to make money, they need to make clips that go on for a while and keep users’ attention.