What Does Facebook’s “Watch” Video Tab Mean for Your Brand?
Yesterday, Facebook announced the upcoming launch of its new video tab feature “Watch”. The video feature doesn’t have an exact launch date yet, but the Facebook team said it will be here “soon”. The new tab on the mobile app will showcase original scripted shows from partners like BuzzFeed, Tastemade, and ATTN. Facebook sees this as a new strategy to retain users from platforms such as Snapchat that already create similar content with the same partners. “We hope Watch will be home to a wide range of shows — from reality to comedy to live sports,” CEO Mark Zuckerberg said in a Facebook post. “Some will be made by professional creators, and others from regular people in our community.”
Watch will have a lot of competition from titans in the content community like YouTube, Hulu, Netflix and even Snapchat. Only time will tell if Facebook users are seeking this type of content from the social media platform. Facebook released its story feature a few months ago and usage has been low compared to that of Instagram stories and Snapchat. Is Facebook trying to be everything to everyone? And the real question is can they and more importantly should they?
Every new feature that Facebook releases has an impact to your brand and your social media strategy. So, what does Facebook “Watch” mean for your brand? It means more competition for your content on that platform. You are already compete for consumers’ attention against their friends’ posts along with other brands’ posts. Now, there will be more on the platform to distract them from your brand’s message. This new feature doesn’t mean all bad news. There are a few things your team should do to prepare for the arrival of Watch.
- Create More Video Content
Video content is king! Static images still are relevant depending on your brand. But gifs, short and long form videos are what consumers are watching and interacting with the most. You can distribute this on Facebook, IG and Snapchat. To drive the most views, be sure to also send it out through your own platforms such as email.
- Study the Watch Content
Culturally relevant content will always attract the most views and engagement. Once the Watch content is launched, see what consumers are engaging with the most. What is sparking the most conversations? Can your brand tap into those conversations? There may be hashtags that come out of the content that your brand can utilize. Studying the content and the reactions to it will give you a better understand of what consumers do and do not like.
Facebook is keeping hush on the full evolution of Watch. It’s possible more advertising opportunities will arise for brands. This may provide a cheaper alternative to TV commercials for smaller brands. How do you feel about the launch of Watch? Do you think it will be successful? Let us know in the comments section below.