Facebook pivots to Watch as influencers rule the video landscape

An overview of share of video views and uploads on Facebook and YouTube by creator type, Q1 2018.

Facebook is doubling down on video content in its drive for more ‘meaningful interactions’. Watch is the company's first effort to brand video as a standalone property, and the social network is splitting ad revenue 55:45 in favour of content creators, the same as YouTube. Facebook reported more than 8bn video views in 2017 alone.

Influencers accounted for 56% of the 966m views recorded by Tubular Labs on Facebook in the first three months of this year, and 56% of the 1.2m video uploads. Further, influencers took an 84% share of the 1.7bn YouTube views during the period....

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