How Facebook is approaching its ‘video first’ strategy

Facebook has been making big bets on video and this year won’t be an exception.

“I’ve said before that I see video as a mega trend on the same order as mobile,” said Facebook CEO Mark Zuckerberg in a conference call Wednesday after the tech firm released its earnings. “That’s why we’re going to keep putting video first across our family of apps and making it easier for people to capture and share video in new ways.”

Facebook’s efforts to show more video on the social network could help the tech firm rake in more ad dollars while keeping users on the site for a longer time. But watching video on a social network isn’t the same as plopping down and switching on the television — at least for now.

The tech firm is reportedly working on a video app for television set-top boxes, including Apple TV, The Wall Street Journal reported, citing people familiar with the matter.

Zuckerberg said, though, that the company is focusing more on shorter video content. And there are different types of short videos, including those that people produce for their friends, promotional content for businesses and celebrities and premium content that creators need to get paid more for in order to produce, he noted.

“So the biggest change that I think that we’re going to see on the consumption in news feed and in the tab over the next year or two is going to be much more video inventory and content coming in as we work through and make that business model start to really click for a lot of folks,” he said. “Over the longer term, I think as that works people will experiment with longer form of video as well in all kinds of different things.”

In addition to live video, video filters and 360-degree video, the company rolled out a video tab so users could find that content in one place.

“You want to keep up with the content that you watch episodically, week over week,” he said. “This is going to be the place where you go to do that.”

But creating video episodes takes more time and money to produce so creators need to get paid well to create this content. Showing ads in the middle of videos is one way to do that.

And the tech firm wants a variety of video content, said Facebook Chief Financial Officer David Wehner when asked about how the company is looking at live sports content. Rival Twitter has been inking deals with sports leagues, including the NFL, to show games.

“We’re really working towards a revenue share model with creators. We’re certainly going to be seeding content to get the ecosystem going. That’s not about doing big deals,” he said.


Photo from AFP/Getty Images


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  • Skydoor Blue

    If you want “video first” just go to DailyMotion, Vimeo or YouTube.