Last month, the world’s largest social media network Facebook announced yet another milestone; they have reached four billion daily video views. As a result of this, they also unveiled plans to hopefully monetise these numbers to gain more revenue. The new program, named ‘Anthology’, will pair video publishers with brands to produce eye-catching and interesting video advertisements for the social media platform. Storytelling and technical expertise will be provided by the publishers, while the cash will be brought by the brands.
In March, it was reported that the buy-in minimum for Anthology may exceed $2 million and although Facebook’s announcement didn’t mention pricing, the feature is expected to be used by companies with large marketing budgets, rather than independent users. Production companies already involved include Funny or Die, Electus Digital, The Onion, Tastemade, Oh My Disney, Vox Media and Vice Media. Facebook have also stated that The Creative Shop, their in-house team of creative strategists, will assist with their efforts in providing insights, audience planning, measurement and distribution plans.
It’s a very smart move for the social media platform as previously they were unable to cash in on any of the four billion views, whereas now they will. For individual users, the website is completely free of charge and the company relies on its business advertisements for revenue. Many industry professionals have noted that the program will push branding farther than it has ever been pushed before without Facebook having to produce the content themselves. The sheer number of views demonstrates how social media can have a huge impact in branding and awareness. If you require assistance with your social marketing or any other kind of online marketing and would love to tap into the market of online visibility, our social media team can assist you. Contact us today to learn more.