Facebook invites content for Watch to bolster ad sales

Anne Freier

In Mobile Advertising. February 20, 2019

As Facebook searches for new advertising avenues, the social media network is now turning to its on-demand video platform Watch to boost ad sales and viewership.

According to Digiday, Facebook has increased the investment for its Watch on-demand video platform, and launched an initiative to work with creators and publishers on new shows for the platform.

In other words, the social media giant is looking to finance the production of its own shows for Watch. Interestingly, creators would remain in charge of the production of the show whilst Facebook fronts the funding.

Taking a page out of the video-on-demand platform book, Facebook would be paying around $200,000 for a finished series of eight episodes, according to sources under a licensing agreement. Facebook would not claim to own a show.

The company has been busy ramping up its influencer programmes by bolstering partnerships with creators and individuals with large presences across the network.

By driving focus to Watch content using influencers, the network hopes to be able to grow viewership and open up a whole new ad revenue stream away from its News Feed.