Categories: world

Facebook's version of YouTube takes shape

World Monday, December 17, 2018 11:10 Facebook even grabs with increased regulatory control and a series of crises about data abuse on the platform, its ambitious growth plans have not slowed down. file photo A 20-something wizard performing on the streets of Thailand and Jamaica. Three Australian brothers who chase fellow devils with devilish pranks. A conservative commentator in Mississippi boasting about America's priorities from his car. These are some of the video recorders that have begun to make serious money from Facebook Watch, tech giant's YouTube response, in recent months. Julius Dein, the wizard, said his video clips had been hit by the "six figures" since July, when he became able to run ads on them. The Prankster brothers, known as the Jalals, said they had earned more than $ 500,000 since August. While Facebook is engaged in increased regulatory control and a series of crises about data abuse on the platform, its ambitious growth plans have not diminished. Company revenue, now $ 40 billion a year, has increased more than 30 percent every quarter since it became public in 201 2. The technology giant has acknowledged that growth will slow in the coming years. So to sip some of the more than $ 60 billion in promotional beds that are now directed at TV and bring it to Watch has become a key goal. But creating a space that can attract the money has been a challenge to Facebook. Since its inception in August 2017, the company had…

World

 Facebook Facebook even grabs with increased regulatory control and a series of crises about data abuse on the platform, its ambitious growth plans have not slowed down. file photo

A 20-something wizard performing on the streets of Thailand and Jamaica. Three Australian brothers who chase fellow devils with devilish pranks. A conservative commentator in Mississippi boasting about America’s priorities from his car.

These are some of the video recorders that have begun to make serious money from Facebook Watch, tech giant’s YouTube response, in recent months.

Julius Dein, the wizard, said his video clips had been hit by the “six figures” since July, when he became able to run ads on them.

The Prankster brothers, known as the Jalals, said they had earned more than $ 500,000 since August.

While Facebook is engaged in increased regulatory control and a series of crises about data abuse on the platform, its ambitious growth plans have not diminished.

Company revenue, now $ 40 billion a year, has increased more than 30 percent every quarter since it became public in 201

2.

The technology giant has acknowledged that growth will slow in the coming years. So to sip some of the more than $ 60 billion in promotional beds that are now directed at TV and bring it to Watch has become a key goal.

But creating a space that can attract the money has been a challenge to Facebook. Since its inception in August 2017, the company had limited the number of pages that could drive video ads into a tight-hired set of devices, including well-known publishers, television networks and celebrities like Jada Pinkett Smith and Tom Brady.

That has changed. In late August, Facebook allowed more pages to run ads on videos that were at least three minutes long. The number of Facebook pages that can run video ads has gone from about 3,700 on August 1 to over 23,000 a month, according to data shared with The New York Times by OpenSlate, an analytics company that helps advertisers assess video content online. [19659006] While Facebook has invested in lots of original programming and established programs like “Buffy the Vampire Slayer” this year, it has also opened Watch for much more do-it-yourself content from comedians, video bugs and other digital entertainers. In other words, the YouTube audience – although the number of videos on Watch is a small part of what’s on YouTube.

“They need premium intellectual property here to push the idea that this is television style content,” said Ben Lerer, CEO of Group Nine Media, which oversees brands with popular watch shows “The Dodo” and “The Dodo” “NowThis.” “But then they need the volume that comes from the News Feed content that comes into Watch. It’s a balance that is very fragile. “

With more pages displaying video ads, there are more places for advertisers to run their messages and more opportunities for Facebook users to access video on the platform.

Among the most Popular of these pages are posts from regular businesses. like Disney, BuzzFeed and Vice, according to OpenSlate. However, in October and December, the most popular pages included a provocative group of nude artists called Magic Men Live, and others named “Insane Stunts”, “Jesus Today” and “Nurse Blake “There was a bit of news and politics.”

Facebook said Thursday that more than 75 million people around the world spent at least one minute on Watch every day, and that users spent at least 20 minutes there on average. Smith’s “Red Table Talk” is its most following show and has the most active Facebook group according to the company.

Fidji Simo, who heads Facebook’s video efforts, said they bottled Take users got access to Watch by clicking it from the platform’s main site rather than through videos on their news feed.

“To see how many people who come in and watch on an average of more than 20 minutes have definitely been encouraging,” said Simo. “We really see that the content creates communities and social commitment on the platform.”

When advertisers purchase the promotions displayed before or during longer videos, they do not know if users are specific in the Watch page area or if they see the video in their news feed, pinch them between updates and photos from friends and family. For some, the difference is important.

“A more leaning forward experience, and a more leaning experience,” said George Manas, who leads performance marketing over Omnicom Media Group agencies. “We are worried that because it crosses both environments, it creates challenges in measurement and, frankly, only in quality control because the user experience is not the same.”

Graham Allen, 31-year-old host of “Rant Nation with Graham Allen”, a watch show from Conservative Review CRTV, said that viewers had made a sharp decline in traffic to their personal page after Facebook changed their algorithms to benefit from his video file.

“Most people do not even realize that most of the videos they are viewing now on their news feeds are from the Watch pages,” says Allen. “I do not know if it was intentional from Facebook for a seamless transition, or they just did not think through enough, like “Wow, people may not know the difference.” “[19659006] He added:” When it comes to video content, if you do not have a Watch page, you’re kind of dead in the water just this second. “Ad revenue has been welcome, he said, adding that he was previously more dependent on dealing with sponsors.

Dein, a 24-year-old London wizard who posts videos of street performances around the world, could start showing video ads on his part in July.

He said that Facebook’s rules affected the type of video clips that worked well and noted that ads could run after one minute as long as the video is at least three minutes long.

“With me because I’m magical, yes g “Make sure your ad is on an exciting moment of the video,” said Dein. “If I’m cutting my finger for a magic trick, the ad plays just like the knife goes down.”

Dein said he had a hard time producing “super video” he wrote last year about homeless people who responded to magic, which he said had been watched more than 200 million times. But he said it was sensible for Facebook to mimic YouTube and adopt longer formats to appeal to advertisers.

“If anyone is looking at a vlogger like Logan Paul and focuses on that person, they pay more attention to the ad, but if someone looks at a seven-second, they will not click on the video or ad,” he says.

Max , Rebeen and Arman Jalal, who live in Melbourne, Australia, have gathered millions of fans on Facebook and YouTube through their unique and sometimes shocking brand of prank videos. (The brothers were arrested once after a series of terrorist attacks.)

The Jalals, who have been in late teens and early 20’s, have been able to run ads on some of their videos since August, they said in a Skype interview. A watch video that they published in September, with a non-scary people in places like a car park, attracted more than 130 million views and earned the brothers $ 140,000, they said.

While data from OpenSlate data shows some news content among the most popular watch videos, Simo said it int e was a “deliberate strategy”.

“News content tends to be on the short side, so we’ve seen many news partners with much one minute videos.” She said. Advertisers can also opt for categories that tend to be closely related to news and politics, such as “debated social issues” and “tragedies and conflicts,” she said.

Mark Zuckerberg, Facebook’s CEO, said in October earnings talks like Watch had “really made their way”. Still, it is not yet a hot among ad buyers.

Omnicom Manas said that while the service had potential, advertisers were still thinking about how people responded to ad violations in social videos. The agency also wants to have more control over selecting specific videos for their customers’ ads, instead of just offering genres or other bundles.

Advertisers also spend a lot of money with Facebook on display ads and also other video ads, including sponsored posts featured on news feeds, “said Susan Schiekofer, Head of Digital Investments at GroupM, Media Buy Arm of the Giant WPP.

There are also many other online platforms that offer original content, from Amazon, Netflix and Hulu to Snap and Google.

“The burden of proof is on Facebook’s end to illustrate to people that they provide a longer image experience,” said Amanda Grant, GroupM’s US head of paid social.

Facebook has been trying to learn by mistake from YouTube, which saw advertisers fly last year when their messages were found on videos promoting racism and terrorism. Facebook has tried to pop up the pages that can introduce video adverts – the art of “brand security”, as the industry calls it. OpenSlate, which helps brands with their YouTube ads, recently introduced a Facebook product that gives advertisers greater control over which videos have their ads.

“It’s a role for the high-quality content, but it’s more of sizzle, not the steak,” said Mike Henry, CEO of OpenSlate. “The success of these guys comes from the scope and diversity of content.”

“If Facebook gets it right and can generate scope of inventory and audience scope, they have the opportunity to combine vision, sound and motion with incredible user orientation,” he said. “And that’s the sacred degree.”

Share
Published by
Faela