Speaking to my Business Manager at Facebook last week, I realised ‘Watch’, the new concept that is being talked about so widely in tech and digital news, hasn’t even been created yet. In fact, it won’t roll out properly in the USA for quite some time (following tests on a limited group of people), and it won’t be coming to the UK unless it’s successful.
However, the future of Watch and its capabilities just prove once again that TV is changing, and Facebook may now be up there as one of its biggest players. Will it finally overtake YouTube as king (or queen) of film?
We know that filmed content is highly engaging, and it is something that Nobull specialises in. For multiple clients, we create and storyboard engaging filmed content that organically reaches high numbers of highly targeted people. It’s a game changer – according to WordStream, 45% of people watch more than an hour of Facebook videos a week and 92% is on mobile.
Watch will turn the social media network into a media platform where you can watch and discuss TV shows with your mates. It will include a range of shows, from comedy, to reality, to live sport.
It will be available on mobile, desktop and TV apps, as long as you have a Facebook account.
Different features could include Watchlist, where you can save your favourite shows. Features will be personalised to show content that is similar to other content you have ‘liked’ and reacted to. There will also be a feature which highlights shows that spark conversation, such as “most talked about”.
What makes it even better? You’ll be able to chat and connect with your friends and others during an episode, joining a community of people who like the same shows as you. It’s social TV.
However, will it work? Working at an agency that specialises in digital advertising, I am often frustrated by the way Facebook records their views. One view only has to be three seconds, and in a world where everyone is scrolling through their newsfeed at a quick pace, how can we truly gain a ROI on our content?
Facebook think they’ve found the answer. "We've learned that people like the serendipity of discovering videos in News Feed, but they also want a dedicated place they can go to watch videos," Daniel Danker, Facebook's product director, said to The Telegraph.
Facebook will be streaming content from other channels, as well as potentially creating ‘Facebook Own’ programmes, like Netflix. But will it succeed? Whether we like it or not, Facebook already has a highly engaged audience and it is a core part of our lives. So, my prediction is yes…