Stop if you've heard this: Facebook is crushing Snapchat. Well, forget it, because I'm interested in a much larger technology company that Facebook is about to surpbad: Google YouTube.
Facebook has managed to grow, overcome and marginalize its competitors thanks to its huge user base, the mbadive operation of data collection and the dizzying speed with which Facebook's engineering teams run. We have seen Facebook devastate several social networks over the years.
Now, Facebook is taking the video more seriously than ever with its new Watch product, and I predict that it will ultimately overtake YouTube as the main video players.
What exactly is Facebook Watch?
Facebook presented on August 9 and considered it "a new platform for shows on Facebook".
While video has been a focus of Facebook for the past several years, Watch is the company's first effort to qualify video as an independent property. It received its own name, logo and dedicated tab on Facebook, similar to previous independent Facebook products, such as Messenger, which now has its own dedicated application.
Watch features include a "Discovery" page that recommends new content, dedicated feed for video comments and reactions to videos, program-specific Facebook groups, and new viewing pages. For creators and publishers, Watch is presented as a platform to help them build an audience of pbadionate fans and earn money with their work.
Why Facebook Watch will outperform YouTube
In addition to Facebook's competitiveness in features, there are several other reasons why Watch will be a success:
Mark Zuckerberg has stated that the video is a Priority for the platform, saying that we are now in the golden age of the video and that "you would not be surprised if you move fast five years and most of the content that people see on Facebook and share on a day-to-day basis is video."  While YouTube still has more video views than any other platform, statistics show that Facebook is fast approaching. Even before the launch of Watch, Facebook generated video playback time.
While YouTube's watch time has been, Facebook doubled its daily reproductions of videos in just six months in 2015 (April to October). Assuming that the growth of the Facebook video continues at this rate, it is safe to say that the daily reproductions of videos (including Facebook Live) will remain on.
With Facebook more than the 1.5 billion YouTube, Facebook has more users who have shared more data about themselves.
Facebook's emphasis on true identity means that it has a better understanding of what viewers want to watch on both Watch and Facebook in general. While YouTube is known for anonymous trolls, Facebook has a strict "and knows more" real "profile data than YouTube, which will help Facebook deliver more relevant videos and a better experience for everyone.
Facebook's "move quickly with a stable infrastructure" encourages developers to work quickly while paying attention to safeguards that ensure the network does not go down.
Making speed a priority has allowed Facebook to create products and features that allow you to outperform competitors and refine user experiences.This is one of the reasons why Facebook-owned properties (Facebook, Messenger, Instagram, and WhatsApp) represent the average spend of a consumer on a device. In addition, Facebook is the YouTube brand at number two.
Facebook has shown signs of early acceleration with the exchange of content. or video on Facebook between July and September 2014, and between its launch in 2016 and July 2017, Facebook Live usage grew close to.
How the Facebook watch will become # 1
Facebook Watch will eventually overtake YouTube through a tripartite approach that will push advertisers, viewers and content creators to the platform and away from YouTube.
As Facebook becomes increasingly profitable, speculators believe that YouTube is now receiving advertising revenue, and Facebook is encouraging advertisers to use their platform even more by promoting Facebook videos (those that have been directly uploaded ) in its algorithm over any other content.
This focus on the video has already been translated into native. The strategy seems to be working. After Facebook's initial emphasis on the video about three years ago, there has been a brand.
To tip the scales even further in favor of Facebook, YouTube has had a difficult year with advertisers. In the spring of this year, dozens of companies in Europe and the United States boycotted the platform after that the ads appeared next to offensive content. Major brands such as PepsiCo, Walmart, Dish, Starbucks and GM stopped posting ads on YouTube.
The incorporation of an independent video platform integrated into the Facebook ad board would convert the platform into a "one stop shop" for advertisers. . Facebook and Instagram are already the largest social platforms with a shared media buying board. The integration of the three could discourage advertisers from using YouTube.
To attract advertisers, Facebook needs an inventory to serve ads. To achieve this, Facebook started paying for original content. According to Facebook "is eliminating the risk of content creation effort for many publishers, either by paying to offset their production costs or by offering licenses or by purchasing their content directly."
Facebook also shares revenue with advertising. This is exactly the same revenue division that YouTube has with content creators on its own platform as part of it. This revenue-sharing program is a smart move by Facebook and could be especially effective given the fact that numerous creators on YouTube are suffering big falls.
Ultimately, Facebook needs an audience to keep advertisers and content creators investing dollars and video on the site. Facebook has shown over the years that it is extremely adept at creating an "adhesive" experience that makes users return.
In 2016, Zuckerberg revealed that the average person pbaded. US users UU They spent an average of 35 minutes per day on Facebook, compared to YouTube with 17 minutes. In addition to the longer time on the site, Facebook has more users than YouTube, with more than two.
The largest Facebook user group, access to more data and the emphasis on true identity means that you have a better understanding of which viewers you want to see on both Facebook Watch and Facebook, allowing the platform to serve more content Relevant and increase the time spent on the site, which probably cannibalize the YouTube audience in the process,
Facebook has a history of investing, at breakneck speed, to avoid competitors and build the future of media consumption, communication and technology. Facebook has WhatsApp for global instant messaging, Oculus for virtual reality, Instagram for images and now Watch for video.
I predict that Facebook will leverage its network effect to create a better experience for advertisers, creators and viewers, and ultimately put an end to YouTube's position of a decade as the largest video player.
It's not that YouTube disappears. Instead, it will probably be marginalized in the same way that Snapchat and Twitter now live in the shadow of Facebook. It's just a matter of time.
Brendan Gahan is founder and executive vice president of Epic Signal, an award-winning social media agency.
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