Facebook Pivots Again With Video

With more than 8 billion daily video views, Facebook is a leading video destination. But as with most things related to Facebook, advertisers and publishers must be prepared to pivot when Facebook says so. Recode has reported that Facebook is now de-emphasizing live video. 

Facebook spent more than $50 million last year paying publishers and celebrities to create live video on the social network.

Now numerous publishers tell Recode that Facebook is de-emphasizing live video when it talks to them. And none of the publishers we’ve spoken with expect Facebook to renew the paid livestreaming deals it signed last spring to get live video off the ground.

Instead, Facebook is pushing publishers to create longer, premium video content as part of a larger effort led by Facebook exec Ricky Van Veen. The hope is to get more high-quality video onto the platform and into your News Feed — the kind of stuff, presumably, you might find on Netflix.

Facebook may pay publishers for that stuff, instead of paying them to make live video, a format Mark Zuckerberg was “obsessed” with last year. Late last year, Recode reported that Van Veen is having discussions with some creators to license TV-style shows.

 

Live video will continue to be important for Facebook, but our guess is that Facebook wants to help fund evergreen content that has a longer shelf-life.