Facebook original videos hit with delays (FB)
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Facebook has pushed back its plan to launch original video content until late summer, Recode reports.
The company initially hoped to launch this content in April, then postponed it to mid-June, in time for the Cannes Lions advertising festival, but it's now looking like these videos won't arrive until late July or early August — or potentially even later.
The cause of the delay isn’t known, but it’s rumored to center on product-related issues. It seems that Facebook may not have quite figured out how to integrate this content into its app and website, and particularly how these shows will feature outside of the video tab. For example, the company is said to be mulling over whether these videos should have their own Page, or be included in a publisher or broadcaster's page. For Facebook, the trick will be in balancing user experience in a way that keeps content creators and user happy, while encouraging consumption of these videos.
The delays are a big setback for Facebook, which has been vocal in its desires for TV-like video. Securing high-quality video content would theoretically put it in a stronger position to attract TV ad dollars, and make it more compelling for users against rival platforms, such as YouTube, Snapchat, and Amazon, who are all following a similar original content strategy. Snapchat, in particular, is Facebook’s most direct competitor among social networks, and the upstart platform has had considerable success with its original Shows. As of Q1 2017, Snapchat Shows are drawing an audience of 8 million people.
If 2015 was the year that brands and advertisers embraced online video, then 2016 saw the medium take the next step as live streaming took off.
Live streaming video refers to broadcasts in real time to an audience over the internet. While the concept of live streaming has been around for years, mobile-first video platforms with user-generated content have just recently begun to make serious waves thanks to improved video quality, faster broadband speeds, and enhanced mobile technology.
Online video has become a key part of the strategic business model for both brands and marketers as they seek more innovative ways to capture consumer attention. Creative live streaming video initiatives and campaigns are a way for companies to cut through the digital clutter and have emerged as the medium of choice not only for person-to-person sharing, but also for business-to-consumer (B2C) and business-to-business (B2B) communication.
Brands are increasingly using live streaming to reach audiences. Its importance has grown significantly thanks to substantial investments by social platforms such as Facebook, YouTube, Snapchat, and Twitter to build and enhance their live-streaming platforms.
And advertising dollars are likely to follow. 88% of agency respondents stated that they “might” or “definitely will” invest in live stream video advertising over the next six months, according to a recent Trusted Media Brands survey.
BI Intelligence, Business Insider's premium research service, has compiled a detailed report on live streaming video that examines the eruption of online video from the perspective of both consumers and advertisers and assesses how live streaming is emerging as the medium's next catalyst for growth.
Here are some key points from the report:
- Live streaming video will further accelerate streaming videos overall share of internet traffic. Streaming video accounts for over two-thirds of all internet traffic, and this share is expected to jump to 82% by 2020, according to Cisco’s June 2016 Visual Networking Index report.
- Live video’s value comes from its unique ability to add an authentic human element to digital communications. As a result, brands are leveraging three main streaming methods to connect with their viewers: tutorials, product launches, and exclusive and behind-the-scene footage.
- Advertisers will continue to invest heavily in online video, especially as live streaming video gains traction. Already in the US, digital video ad revenue reached $7.8 billion in 2015, up 55% from 2014, according to figures from the Internet Advertising Bureau.
- While live streaming is still in its early stages, brands are leveraging micropayments, mid-roll video ads and direct payments from social platforms, to monetize their live streaming videos.
- The success of live streaming video hinges on brands overcoming a lack of measurement standards in the space, as well as changes in social media sites' algorithms that affect what content users see.
In full, the report:
- Examines the eruption of live streaming video.
- Explores the differences between platforms that host live streaming video.
- Breaks down successful approaches from both brands and publishers.
- Discusses unique monetization opportunities live streaming presents.
To get your copy of this invaluable guide, choose one of these options:
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The choice is yours. But however you decide to acquire this report, you’ve given yourself a powerful advantage in your understanding of live streaming video.