Facebook recently announced it will be releasing a new tab
for original video content, which will be available across mobile, desktops,
laptops and TVs. With the launch of the new tab, called Watch, Facebook hopes
to “…siphon video advertising budgets and users away from TV networks,
Snapchat, Twitter and YouTube.” The new feature will be personalized and
allow users to share and discover content based on their networks and friends. This
sharing and discovery of video content within user networks highlights the power
of Facebook’s ‘social graph.’ Daniel Danker, Facebook director of product,
wrote “watching video on Facebook has the incredible power to connect people,
spark conversation and foster community…On Facebook, videos are discovered
through friends and bring communities together. As more and more people enjoy
this experience, we’ve learned that people like the serendipity of discovering
videos in News Feed, but they also want a dedicated place they can go to watch
videos.”
The new functionality appears to be an attempt by Facebook to
emulate the SNAP content feature. As Instagram has unabashedly copied many of
the SNAP features, this development aligns with Facebook’s strategy to capture
SNAP’s current user base. As Facebook bolsters it’s ad channels, SNAP will need
to ensure its metrics improvement effort retains advertisers while maintaining
or growing its current user base.
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