We’ve known for a while that Facebook’s now identifying as a “video platform” akin to YouTube. Recently, the company’s been actively seeking out native content from major publishers, such as Time Inc, as reported by Digiday. This is in addition to the Hollywood studios and YouTubers that Facebook is known to already be working with.
In addition to Time Inc., other publishers like The Associated Press and Vice are also experimenting with Facebook’s native video product. In some cases, publishers are distributing teaser clips on the social network, in the hopes of driving users to the full video on their owned-and-operated platforms.
This is because Facebook videos do not generate revenue for content owners. There are no pre-rolls running in front of the clips they’re natively distributing on the social network. That’s likely to change, obviously, according to logic and one unnamed publisher Digiday spoke with. This publisher said Facebook is making preparations to one day sell ads against its native video content, and split revenues with the content owners — a la YouTube.
But until then, Facebook will continue to be an important medium to distribute video content to a wide audience.