Facebook is back in love with short-form video, just as rivals like TikTok take over the internet with snappy content. In one of its biggest updates so far this year, the social network is about to test ads in Instagram Reels and change how brands buy video in News Feed.
On Thursday, Facebook announced a series of updates to its video advertising system, a product reveal that coincides with the run up to the NewFronts, when digital media platforms present programming and ad services to potential brand sponsors. Facebook will be competing with YouTube, Twitter, Snapchat and TikTok for the affection of brands, and the video experience is core to that proposition.
“Facebook is now a very formidable competitor and option for video advertising," Carolyn Everson, Facebook's VP of global business solutions, says in describing the video update.
Facebook has taken a slightly new tact to keep up with the times: It is prioritizing video in News Feed, which is where most viewership resides, as opposed to Watch, which is Facebook’s more official video destination. Facebook now says it has 2 billion monthly viewers consuming video across the platform, not including Instagram.