My last column was about the future of video in relation to research . The room inevitably turned to Facebook. I highlighted the experimentation with new types of video content (360 and live streaming) on the service and the growing importance of video in its own results pages as a way to compete with Google and YouTube for the number of viewers.
A recent announcement from Facebook explains in even more detail how it is developing its search and video services.
Brand Collabs
To help brands and businesses on Facebook connect, build partnerships and close deals with producers of creative content, the service is launching a tool called Brand Collabs.
The tool is currently only available in the US but isexpected to roll out further very soon. It allows brands to search for designers on the service - even when searching for creatives who are already fans of the brand in question - and makes it very easy for them to reach out and connect.Trademarks may be restricted. the suitability of potential creatives in terms of the audience already present on their networks. This is useful, for example, if a company wants to promote a piece of content to a particular demographic. They can also see other brands that the designers have worked with in the past.
From a creator's perspective, Brand Collabs allows users to present their work with insights and analysis to prove its value. Creatives can also build their own portfolios and market themselves to brands by liking them and appearing in their search lists for potential designers.
New types of gamified and interactive videos
Unsurprisingly, video seems to be an important part of how Brand Collabs grows.
Content creators are seeing more and more success with video on Facebook. And Facebook is responding by giving more space to video in its news feeds and more presence in its search results.
Video is also at the heart of Facebook's latest announcements. In an effort to make video more community-centric, the service promotes a growing range of interactive tools . These include polls for live and on-demand video, as well as gamification features "that will empower creators to create fun, unique and interactive content for their fans."
More users- made content on Facebook Watch
Creator-focused content should alsobe more present in the Facebook Watch service.
As of this writing, Facebook Watch has only really featured and is only available in the US.
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The lastFacebook's first announcement promises that the pages' video content will be available on Facebook Watch, giving exposure to independent content creators alongside large, established shows.
It's also reasonable to expect that Facebook Watch will be filtered out to other markets in the not too distant future.
Takeaways
Facebook's projects for Brand Collabs and video will be exciting for companies keen to further explore how they can use the service for interacting with potential clients, as well as for creatives who want their work to be seen by more people and want to offer their services to brands.
Brand Collabs is an interesting development for the service. It further promotes the creation of specific content and within the service. This gives the bot Brands and creations (and ultimately users)are more of a reason to turn to the service to create, consume and interact with content.
Video is at the heart of Facebook projects. It can leverage the communi backbone of the site to generate unique types of content and it can stand out from Google / YouTube dominated part of the digital realm.
But we can also see the importance of search for the future of Facebook. With more unique content on the service and more people entering the walled garden, users need to be able to find that content without simply relying on the news feed to present it to them. Facebook Watch and an ever-changing site search are definitely a step in the right direction.
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