Facebook expands video ad opportunities to social media stars

Avatar By Le Williams | 2 years ago

Tuesday’s Facebook video creators event provided the optimum opportunity to announce an expanded digital video advertising strategy. Facebook will allow more content to be eligible for its Watch program. By doing so, company and social media celebrities may earn more advertising revenue.

Additionally, Facebook announced Brand Collabs Manager, a platform that will connect video creators with sponsorship opportunities. Digital video advertising revenue is projected to hit $19.81 billion by 2020, according to eMarketer.

Google’s YouTube is deemed as the principal site for online creator-made video content. As a result, Facebook has implemented a strategy to acquire that territory with Tuesday’s announcement, which follows reports of plans to expand the length of Instagram videos and introduce original Instagram shows.

Facebook Watch traditionally housed premium longer-length shows, many of which were created by traditional media and production companies and social media stars. The episodes were eligible for ad breaks, with revenue split between Facebook and the show creator.

This announcement hints the company will start accepting non-episodic content into Watch. Facebook said U.S. creators who make longer, original shows will first be eligible for the ad breaks, but it will expand the opportunity and criteria over time.

In a statement, a Facebook spokesperson said, “Ad Breaks are working well in longer content that people seek out and keep coming back to. When ad breaks are inserted at the right points in videos, and people feel that the content merits an ad break, the format works.”