In 2017, online video accounted for 74% of all online traffic and in any 30 day-period, more video content is uploaded to social networks than most TV networks have created over the past 30 years. A recent forecast from Zenith reported that by 2019, consumers will spend more time online than watching linear TV for the first time in history.
Facebook is making substantial shifts to “own” the digital video landscape by going after YouTube’s short-form consuming audience in the short-term while looking to host long-form episodic content to compete with companies like Netflix and Hulu in the long run.
For the brands taking the early plunge on Facebook’s Watch, results have been promising. After having launched an aggressive Watch strategy in Q1 of this year, Supreme Digital’s first show on the platform, “Living with Latinos,” has organically grown to 7.7 million followers and the show has generated more than 2 billion views since Jan. 1st.
2 billions views!!!
So how can other marketers benefit from this opportunity?
Endless integration opportunities
Facebook Watch’s specifications include that content has to be episodic in nature using the same talent, premise and content tone. For marketers, this limits ambiguity around identifying if a Watch partner is the right fit for your brand and allows marketers to test and identify strong integration opportunities within the content itself. Before FB Watch, this had been limited to more traditional types of media and now brings integration options full-throttle to the social media arena.
Seamless opportunities for continuity
While brands understand the vast benefits of establishing long-term relationships with influencers, it’s hard to lock them down for exclusivity. Facebook Watch Publishers are able to monetize their content directly through Facebook Watch while being less concerned about making ends meet. These publishers are also more open to establishing longer-term opportunities with brands that are an authentic fit.
The Watch opportunity allows for a stronger commitment and connection between brand and influencer/publisher like never before. Some shows on the Watch platform focus on topics, instead of actors or stars, and put the subject matter as the star. For example, BLyum is the Being Latino food vertical featuring recipes on Facebook Watch. It’s all about the food, not about the talent.
Read more: Smartbrief.com
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