Facebook says it now will get round 8 billion video views on its platform every day, and the social network has made no secret of its plans to make it a good greater a part of the expertise sooner or later.
Now Facebook is testing a new “click for extra” feature for desktop customers of the service. Presently, clicking not simply on the phrases — which seem in a spot the place they are going to be onerous to overlook, centered within the backside, simply above the video controls — however anyplace on the video will take customers to a new window. There, they get an enlarged view of the video on a darkened screen, together with a carousel of associated movies interspersed with video advertisements. You possibly can select what to watch, or allow them to run on autoplay.
Facebook has confirmed to us that that is the online-based mostly check it alluded to when it introduced in October that it might begin to check new video experiences. (The October announcement was primarily targeted round new video features in iOS, in addition to a recap of a number of the different work Facebook had been doing in 360 immersive video and reside movies. Yesterday it introduced that it will be increasing that reside, Periscope-fashion video to all Verified Pages).
Facebook’s curiosity in rising video (probably typically someway) appears to be two-fold: first, it'll improve engagement and time spent on the platform. Whereas individuals in the present day might dip in simply to verify on what’s new of their feed or what their buddies are posting, having extra movies may assist them linger for longer, or turn into a cause to go to Facebook in itself (extra on that under).
The opposite purpose for bringing in additional video stock and video viewers is to drive extra premium video-based mostly promoting. As extra huge manufacturers flip to digital platforms to advertise their merchandise, they are going to be on the lookout for mass-market video websites both to purchase alongside conventional TV or to exchange it altogether. That is one thing that online video chief YouTube has additionally realised and so it's working exhausting to imitate extra TV features in its personal interface.
Others have noticed the identical “click for extra” name to action on movies. Jason Stein, who additionally observed the feature seem a number of weeks in the past, makes an fascinating guess that the format you see once you click via to the larger video expertise could possibly be Facebook’s template for a future Apple TV app.
This might make sense, because the Facebook content material you’re almost definitely to need to see on your TV can be Facebook’s video content material. It might additionally probably be one thing that Facebook would repurpose for a Facebook expertise on its Oculus Rift or different digital actuality headsets.
It’s additionally consistent with one other check the corporate is doing, of a devoted video feed the place content material is split up into “channels” based mostly round areas corresponding to what associates are sharing, particular topics or Pages you’ve appreciated.
However simply because individuals are recognizing “Click on for extra” — and probably clicking for extra, as Facebook suggests they do — doesn’t imply that everybody is pleased.
There are already two threads in Facebook’s help boards asking how you can disable the feature. (No replies from Facebook, nevertheless.) One criticism is that the action of clicking on a video used to pause it on Facebook — which means some customers are discovering themselves seeing the new view with out asking for it. (That is harking back to how Twitter moved its “Moments” tab to the place the Mentions tab was, resulting in much more clicks on the new feature .)
From my very own expertise, I solely see “click for extra” on the desktop net version of Facebook. On my iOS app, for those who click on the video, you're mechanically directed to the darkened screen and an infinite scroll of advertisements and different movies.
On mobile net, it’s probably the most pared-down expertise of all (and perhaps the nicest for being much less noisy): simply the video, nothing else.
This isn't the primary time that Facebook has made enhancements particularly on desktop improve video viewing for many who entry it. Earlier this yr, it began displaying a “Watch Later” button for some customers.
Source : TechCrunch