Goodbye Watch Tab and hello « Facebook Video »! 📺

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In a blog post, Meta announces an imminent overhaul of Facebook Watch, its video-on-demand service launched in 2018. Indeed, the social network will now deploy video editing and editing features in the app, which will be the same as those of Reels. This should boost the video service and encourage content creators.

Facebook Video: What is it?

With video-on-demand as its model, Facebook Watch has since undergone major changes to adapt to market trends. To say the least, the arrival of TikTok has totally turned the social networking sector on its head, propelling the short video format and infinite scrolling to the forefront. In response, Meta launched Reels on Instagram, which were then rolled out on Facebook.

Called Facebook Video, the hub now « centralizes all videos on Facebook », explains the company.

Specifically, Instagram Reels, long-form or live content will now be accessible in the Video tab, located in the shortcut bar at the bottom of the screen on iOS, and at the top on Android.

Source: Meta

In addition, Facebook Video will offer the possibility of « vertically scrolling a personalized feed that recommends all types of video content ». It will also offer a feed dedicated to short content « with horizontal scrolling highlighting recommended Reels ». A video feed that resembles the Reels feed on Instagram in every way. Is Meta looking to standardize its networks?

When TikTok inspires

The emphasis on video content is reminiscent of the TikTok model, from which Meta drew much of its inspiration when creating Instagram Reels. To move closer to ByteDance’s « entertainment app » strategy, Facebook also plans to rethink [again] its recommendations algorithm in the Explorer tab, which will be accessible by clicking on the search icon.

We rely on both manual data collection and machine learning to select popular topics and videos, and thus highlight content likely to appeal to you, the group explains.

What about RGPD?🤔

In terms of functionalities, Meta aims to facilitate « the creation of dynamic videos » within the application. New tools will be progressively deployed to, among other things, superimpose or synchronize elements, delete and add clips, or accelerate and reverse sequences.

Source: Meta

Retention strategy by boosting Reels

At the same time, Meta continues to build bridges between Facebook and Instagram. Back in September, the company unveiled a new interface that made it easier to navigate between its two applications via the Account Area. It was also possible to watch Instagram Reels on Facebook, to enable « many creators on Instagram to reach a greater number of Internet users » recalls Meta in its press release.

After the redesign, it will be possible to comment on Instagram Reels that have been recommended to you on Facebook, without switching from one application to another. How do you take advantage of this? Simply by linking your accounts in the Account Area.

Source: Meta

The strategy here is simple: capitalize on the success of Instagram, and in particular the Reels. Statistics show that this strategy is paying off for Facebook, which remains the most widely used social network in the world. According to the Wall Street Journal, it has enabled Facebook to « bounce back » from a difficult year and « increase time spent on Facebook globally in the fourth half of the year », thanks in particular to the popularity of short videos.

Clearly, for over a year now, the company has been encouraging its creators and users to create Reels. This format is the one that generates the most reach on Instagram, according to a study published by Hype Auditor in 2022. In its latest quarterly review, Meta stated that time spent on Instagram had increased by 24%, enabling it to generate more revenue from Reels.

So, are you looking forward to these new features?

Sources: Meta, Hype Auditor, Wall Street Journal