Facebook Video Launches Content Anthology Initiative

Facebook Video Launches Content “Anthology” Initiative

Video production and video viewership has increased exponentially. All the key video players in today’s arena are vying for marketing and advertising dollars, so it’s no wonder that Facebook has joined the pursuit.

According to statistics, there are now more Facebook videos on the popular social networking site than there are YouTube shared ones. That transformation has increased interest in securing funds from additional advertising and marketing investors.

So What is the Content Initiative?

Facebook launched the Content Initiative as an attempt to seek out publishers with experience in the realm of branded content. It would appear that the goal is to attain a group of partners who will assist Facebook in developing and designing unique videos. These pieces will all be branded and original - and owned by Facebook - thereby enabling Facebook to present them to marketers and advertisers.

The ultimate goal of course is to garner increased capital through video advertising. In summation, the basis for the content initiative is to create a solid group of video content publishers to work in correlation with Facebook and potential advertisers. Brand-specific videos will be produced and then shared on the social media site.

Who is Involved?

The concept might seem a bit daunting, but in truth, Facebook has already enlisted some big names in the video content production world. Their “Anthology” is basically a contact list of partners who are capable and willing to design original branded pieces for advertisers. This list includes:

They’ve also targeted other big names:

While we’re not certain who else might join the entourage, there’s no doubt that there are some key content players making the list. In fact, these are all entities with in-depth video design and production experience. The thought is that other big name advertisers will appreciate working with recognizable names.

Why is Facebook Launching it?

Facebook revealed its Anthology launch in New York on April 22, 2015, a few days prior to YouTube’s NewFronts event. This was obviously a strategic move to get in front of advertisers and media moguls prior to YouTube’s attempts to secure funding from those same corporations.  One source revealed that Facebook’s effort was not an, “amazing new reveal,” as content creators have been utilizing partnerships for quite some time.

So, why is Facebook really doing this? Well, it seems they are launching this initiative because they want to capture media-based advertising. It’s pretty simple: Facebook’s been trying to get ahead of YouTube for quite some time (having sought out YouTube stars for the purpose of convincing them to make Facebook videos instead). Recent statistics show that Facebook has been rivaling YouTube when it comes to video, so the launch is coming at a pivotal time for Facebook's potential usurping (though how does this all compare to Vessel's video offering?).

Up until now, YouTube has cornered the market on video content advertising. However, given the drastic increase in user desires to watch videos, it seems prudent for Facebook to seek out additional advertising opportunities. Sources reveal that posted and shared videos increased 94% per person on Facebook. That’s reason enough to focus on video advertising connections!

How Will it Work?

Brand messages will be incorporated into the richly created and personalized videos. Given the fact that Facebook clocks 4 billion video views a day, that should prove quite profitable for the advertisers they are targeting. They’ll be creating short videos that will be financially supported via a minimum $2 million buy-in!

Facebook, supposedly intends to keep half of the advertisers' investments. When we consider the number of people watching videos on Facebook, it seems quite obvious that marketers would gain a good deal from participating in advertising on the site. However, the $2 million minimum buy-in seems a bit steep. One thing’s for sure, this is certainly a win-win situation for Facebook!


May 6, 2015 By Evan

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