Facebook is tapping into the recent buzz around influencers by launching a new mobile app dedicated to helping creators better manage the content that they publish on the platform. The social giant revealed the news during the “Future of Facebook Video” event at VidCon late last week.
YouTube has typically been the de facto hub for video creators on the web, but Facebook is making a play to build its own community and step up the competition to its long-standing social rival. The new app is set to roll out later this year and will be available to those with verified accounts, such as popular vloggers and other online influencers with greater needs than average users.
It will feature a Live Creator Kit that will effectively be a one-stop shop for content. Users will be able to manage all of their live broadcasts from an intuitive menu, where they can add intros, outros and other custom content such as stickers. It will also allow the community of creators to connect with each other across Facebook, Messenger and Instagram and access data and analytics to optimise future broadcasts.
“It has never been a better time to be a creator on Facebook,” Product Management Director Daniel Danker said during VidCon on Friday. “With Facebook, we can connect and create community with your audience and tell stories that are social, personal and authentic.” He added: “We’re building an app dedicated to you. We see amazing creativity from creators on Facebook every day.”
The news of a dedicated app for influencers should be welcomed by brands, as a recent study by Activate By Bloglovin found that 41 per cent of marketers are now reaping the rewards from campaigns focused on influencers, with increased reach and engagement with audiences among the many benefits.
Data shared by Danker also suggests that sharing is now a cornerstone of the video experience on Facebook, as around 40 per cent of the total time spent watching clips is driven by users sharing them rather than people viewing the original posts. Sharing also helps people get a better understanding of a product or brand, according to a study by the New York Times.