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.

The Association for National Advertisers (ANA) expects US brand spend on influencers to rise to over $100bn in 2020. The World Federation of Advertisers (WFA) found last month that two-thirds of multinational brands plan to increase their spending on influencer marketing this year, providing transparency standards are met.