Dive Brief:
- Facebook has announced changes to its video cross-posting policy that will allow publishers to create videos for brands and then cross-post those videos to the brands’ Page without the brand having to upload the video themselves, according to a Facebook blog post.
- Any video (including 360-degree video) can be cross-posted to any Page as long as the cross-posted Page has permission from the original Page where the video was uploaded. The ability to do the same for archived live streaming content is coming soon.
- “Publishers have also told us they need a way to easily post videos and reach audiences on Pages with different owners," Anaid Gomez-Ortigoza, product manager at Facebook, wrote in the blog post. "In the past, if a publisher wanted to share a video with another Page outside of their Business Manager, they would have to either ask the Page to upload a separate video or that Page could choose to share the video post."
Dive Insight:
Facebook has already seen its future — and it's on mobile and full of video. A Facebook VP recently predicted that the social media platform "will be definitely mobile” and “probably all video” in just five years. Facebook's video ad formats are extremely popular on its platforms, and mobile ads made up 85% of its ad revenue in its latest Q2 report.
The latest move to allow cross-posting of videos to brand Pages is yet another effort to make Facebook more brand-friendly. The result should be even more video content shared across Facebook. Other recent brand-friendly moves from Facebook include ad-free brand Pages, a new “shop” section on brand pages to promote products, and an updated Offers coupon tab for brand promotions.