For over a year now the Facebook platform has become similar to a content management system: Instant Articles. This format allows an almost instantaneous loading of content, without having to leave the social network to go to another site. On the same concept, Facebook is testing Instant Video.
The goal here is to allow the user to consume less data, and especially to be able to access videos in places where he could not do before. Instant Videos load when you’re on Wi-Fi, so they can be played offline. To identify them, just like the Instant Articles, these videos will have a small flash on their illustration.
Since videos load even slower than articles, it makes sense for Facebook to engage in the continuity of Instant Articles. In this way, the media can more easily host their videos and increase the number of views – combining the two formats.
It is also not harmless that Facebook engages in this field, a few weeks from the launch of the Facebook Watch platform. The network is intended to be a strategic platform for the dissemination of video content and proves it already, with their omnipresence in our news feed.
Nevertheless, a major problem arises in this development: monetization. The social network is much weaker compared to YouTube in this field. Yet still, it’s possible that this new video feature will help it to win content creators.
For these Instant Videos, it will be necessary that Facebook re-encodes these videos that are uploaded in either 720p or 1080p. The format should be ultra-light without losing too much in terms of quality. Thus, smartphones will be able to host some of these Instant Videos and load them transparently in the news feed.
Ultimately, this could also serve to increase video streaming on Instagram. If today the stories between Instagram and Facebook are linked, this would mean a lot of engagement and content on these two platforms.