Dive Brief:
- Earlier this year Facebook launched Suggested Video, and after a three month test the feature is appearing in more mobile user news feeds.
- Through the feature, users are led to collections of publisher videos and related clips after they click on videos in their news feed.
- Facebook has said that 55% of ad revenue in curated video feeds will go to creators.
Dive Insight:
Facebook is continuing its push into mobile video.
The social network has been testing Suggested Video for three months and now is expanding the feature to show up in more mobile users’ news feeds. The feature was designed to help publishers make more money from their video clips by sending Facebook users to a collection of that publisher’s videos and related clips. To monetize the feature, ads are shown between every few videos with a 55/45 split in ad revenue between the publisher and Facebook.
Suggested Video publishing partners include Funny or Die, NBA and Tastemade, and participating advertisers so far include Under Armour, Procter & Gamble, Taco Bell, Jet Blue, Target and KFC.
Facebook dominates U.S. smartphone use. Facebook and Facebook-owned Instagram account for 20% of time people spend on mobile, according to Facebook COO Sheryl Sandberg. Those numbers are eye-opening even given the social apps’ strong user bases with Facebook’s 1.5 billion users and Instagram’s 400 million – a number higher than Twitter's 316 million users.
