Just when it appeared the heyday of social video stars was winding down, Facebook is trying to beat YouTube at a game the UGC platform invented nearly a decade ago. Today, the social media platfom unveiled a new product for the creator community, aptly called “Facebook Creator App”. The product marks Facebook’s latest effort to entice creators to start spending more time and effort on videos for Facebook and Instagram, than other video destinations like YouTube and Snapchat.
[READ: The Facebook Well Will Dry Up…Eventually, As Mark Zuckerberg Sets Sights on Becoming More Like YouTube.]
During their respective earnings calls, both Snapchat and Facebook spoke of creator relations and the importance of embracing the community of creators who populate both sites with video. “Long term, our hope is that the business will primarily be thru revenue shares that normal creators and businesses put into the system,” said Mark Zuckerberg.
“While we have made significant progress in our work to empower the creation of user generated content from friends, and premium content from publishers, we have historically neglected the creator community on Snapchat,” said Evan Spiegel, noting how that would change in 2018.
It’s an arena YouTube has mastered and exploited over the last decade. And one that is a natural focus for social platforms where community around content thrives.
With the new Facebook Creators App, social media influencers are able to engage fans 1:1 more seamlessly with a unified inbox and are given tools for turnkey video creation, whether within a live stream or a straight-to-camera video post. The app also promises better analytics and “inspiration” series that highlights content trends based on other creators in the community. Creators can download the iOS app today while Android is still a few months away.
“We understand that creators have specific needs, and we’re committed to helping them on their journey as they grow and find their community. As part of this commitment, we’re announcing two initiatives to help creators unleash their creativity,” said Facebook Product Manager Chris Hatfield in a blog post announcing the products.
Facebook is also providing a best practices guide — “Facebook for Creators” — a la YouTube’s certification program and “YouTube Playbook” or Vimeo’s Creator Handbook.
“Creators are integral to Facebook and build some of the strongest communities,” said VP of Product Fidji Simo. “To help creators grow on Facebook, it’s important that we continue building tools for them to be successful. And if you’re a creator, no matter what you’re passionate about or how far along your journey you are, you can find fans who share your enthusiasm on Facebook.”
And with over two billion potential fans and collaborators, Facebook is a must for the creative community just as the hundreds of hours of video uploaded by users daily are needed by Facebook.