Facebook may have spent tens of millions of dollars on deals with publishers and celebs to create more live content, but this seems to be changing soon.
In mid-2016, Facebook set up deals with various publishers, influencers, and celebrities to try to get them to produce more content for Live. For those deals, Facebook spent a whopping $50 million. But is the company willing to continue this way? According to a recent Recode article from Kurt Wagner, no one is expecting Facebook to renew the deals,
[quote]numerous publishers tell Recode that Facebook is de-emphasizing live video when it talks to them. And none of the publishers [they’ve] spoken with expect Facebook to renew[/quote]
Facebook is instead emphasising “longer, premium video content.” Wagner says that “the hope is to get more high-quality video onto the platform and into your News Feed.” And by longer premium content we are assuming they mean VOD (series, movies, documentaries) and other TV-style content, like shows etc.
This doesn’t mean that Facebook is shelving Live as a source of premium video content. The company still runs ad campaigns to increase the adoption of Live. They just don’t target publishers and celebrities as Facebook did last year. However, the shift from premium live video, to premium video isn’t just happening with Facebook. Many publishers asked by Recode, said that they wouldn’t be interested in continuing at their current pace anyway.
As Wagner reported,
[quote]they will continue to make live videos for Facebook and other platforms, like Twitter and YouTube, but they’ll scale back their efforts.[/quote]
In other (but similar) news, Facebook is planning to share revenue with publishers from the mid-roll video ads it is testing.
You might also like
More from Facebook
Meta Refreshes Facebook Groups With New Features
Facebook Groups now have an updated invitation system to reduce admin workloads and limit sharing of misinformation.
Meta Offers Digital Security Course For Journalists And Human Rights Defenders
The Meta Journalism Project and the ICFJ have put together a self-paced 90-minute course and webinars to provide online safety …
Facebook Tests New Desktop Layout Redesign
Reports say that some users are starting to see a new Facebook desktop layout, with all options listed on a …
Meta May Soon Alert You When Your Posts Are Removed By AI
According to reports, Meta is rolling out a system that notifies users when their posts are removed and how.
Meta Is Working On A Universal Speech Translator
Meta's latest AI project seeks to extend advanced translation options to lesser-used languages and to develop a universal speech translator.
Instagram Retires Boomerang And Hyperlapse Standalone Apps
Boomerang and Hyperlapse standalone apps have been removed from app stores as their functionality is already available within Reels.
Meta Demos Voice Controlled Builder Bot That Creates VR Spaces
Meta's latest AI research introduces a prototype technology capable of generating immersive objects through voice commands only.
Facebook Is Removing The Ability To Create Profile Frames
As part of its efforts to continue banning anti-vax messages, Meta is removing the ability for users to create frames.
Facebook Is About To Shut Down Campus
Facebook has informed users via an in-app message that it will be shutting down Campus - its college-focused social network.
