It’s taken some time, but Facebook has finally announced the wider rollout of its Facebook Watch video platform, with all users, globally, to get access to Watch from this week.
Thus far, Facebook’s YouTube challenger has seemingly failed to gain huge traction, but usage is growing, and expanding access to the app’s global audience will obviously give it a significant boost.
As per Facebook:
“Over the past year, we’ve made the Watch experience more social — like making it easier to see which videos your friends have liked or shared, creating shows that have audience participation at their core, and opening Watch to videos from Pages. These updates have helped people discover and engage more deeply with videos they love — from Red Table Talk with Jada Pinkett Smith, to beauty mogul Huda Kattan’s behind-the-scenes show Huda Boss, to live Major League Baseball games. Every month, more than 50 million people in the US come to watch videos for at least a minute in Watch — and total time spent watching videos in Watch has increased by 14X since the start of 2018.”
The intersection between traditional TV programming and popular online formats is where Facebook sees the option’s true potential – back in June, Facebook opened up Watch to more creators beyond approved Watch partners, and added monetization options to lure YouTubers and the like.
That’s important, because for many younger viewers in particular, YouTube is TV – there’s little differentiation between flicking through TV channels and switching over to YouTube to catch the latest videos from their favorite creators. If Facebook can provide a combination of quality, TV-like content, alongside videos from the Pages you follow, and the creators you like, that could make Watch a truly compelling option.
It won’t be easy, but broadening access to Watch is a major step. Now, Facebook has the chance to take the video platform to the next level – which could also have important social media marketing benefits.
Along with the expansion of Watch, Facebook’s also giving more businesses access to ad breaks in videos:
“Starting today, Ad Breaks are now fully launched across five markets and open to eligible Pages, with a range of additional countries coming soon. We had been testing Ad Breaks with a limited set of publishers and creators, but now every publisher or creator in these countries that meets the eligibility criteria below will be able to make money from their videos.”
To be clear, all Page videos will be eligible to show up in Facebook Watch – and as such, the addition of ad breaks provides a significant boost to Facebook’s video monetization tools.
Initially, Pages and publishers will only be eligible to include ad breaks in their video content if they’ve been creating videos of at least 3 minutes in length which have generated more than 30,000 1 minute views in total over the past two months. They’ll also need to have more than 10,000 Facebook followers and meet Facebook’s Monetization Eligibility Standards – so they won’t be available to everyone, but it’s a significant expansion of the option either way.