Facebook Is Taking Creators from YouTube, New Community Tools + Playbook

Facebook Is Taking Creators from YouTube, New Community Tools + Playbook

The app, which was announced in June, comes as the social network is investing heavily in original programming, livestreaming and video messaging. Now, taking a page from YouTube's playbook, it wants to cultivate video creators.

The Community Tab lets you connect with followers and collaborators via a unified inbox, which aggregates all your comments from Facebook and Instagram, including messages from Messenger.

Facebook's future is all about TV, and the company has been slowly giving video content creators the tools to participate in (and monetize) that future.

"To help creators grow on Facebook, it's important that we continue building tools for them to be successful", Fidji Simo, Facebook's vice president of product, said in a blog post.

The social giant also has launched a new section of its website, Facebook Creators (at facebook.com/creators), to provide support, tips, tutorials and profiles of creators. "Research shows that interacting with friends and family on social media tends to be more meaningful and can be good for our well-being". The Google-owned video platform introduced the YouTube Studio app in 2014, created to manage channels on the go.

There's no guarantee that Facebook's push for communities built around popular video producers will result in a more cohesive online environment.

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Similar to YouTube's Studio app, Facebook's Creators app is created to make it easier for creators to manage their video channels on Facebook and therefore more likely that creators will upload videos to the social network as the company looks to grow its video ad revenue through the insertion of ads within some creators' videos and the rollout of its hub for more TV-like video programming, Watch.

Camera & Stories: This feature offers camera effects and frames and enables creators to easily crosspost content to other platforms.

However, the most exciting tool is the Community Tab, which seems to address a common challenge facing creators in 2017: Reaching audiences on every social platform.

The main draw for influencers working with brands is likely to be the insights feature which grants access to video metrics and page analytics, in a similar way to YouTube's creator app. Creators can download the iOS app today while Android is still a few months away.

In addition to the Facebook Creator app, Facebook is rolling out a website to serve as a resource and education center for creators.

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