Facing the rise of youtube and tiktok video platforms, Facebook wants to make its own platform the birthplace of popular culture again, Tencent Technology News reported on July 12. Therefore, the company attracts content creators by publishing more profit-making tools and imitating the functions of competitors.
Over the past 18 months, Chris Cox, Facebook’s chief product officer, has been surprised to see instagram come alive in an unprecedented way.
With young people competing to express themselves in various digital media, the content released by anchors such as Oumi janta attracted Cox’s attention. Janta, a roller skater from Senegal, now lives in Berlin, Germany. She became famous by posting a video of herself dancing to electronic music in roller skates on instagram. Cox said the success of janta and others made instagram’s parent company Facebook realize that more should be done to attract anchors.
The problem is that Facebook is a little late. Many Internet celebrities who make money from it have flocked to competitive platforms such as youtube and tiktok. These video platforms have invested in building digital tools long ago, so that Internet celebrities can make money from viral videos.
Facebook is catching up. In order to attract a new generation of content creators, the company began to invest millions of dollars in top Internet celebrities to use their own products. Facebook adjusted its biggest app to emulate its competitors. Last month, the company also held a special “creator week” activity for netizens. Mark Zuckerberg, Facebook’s chief executive, also said he wanted to “create the best living platform for millions of content creators.”.
“The epidemic is a turning point,” Cox said in an interview. “Overall, the industry and creators are starting to become more creative.”
In order to keep up with the trend of popular culture, Facebook is trying to overcome the company’s slow start in video creation. Once upon a time, this social network platform often appeared famous and novel pop culture elements such as “ice bucket challenge”.
Photo: the once hot “ice bucket challenge” originated from Facebook platform
But that was years ago. As youtube, tiktok and other competitors become more popular with users, they generate more popular elements and memes. The seaman’s number feature video, which has been popular all over the Internet, is a popular meme in the past 18 months, but it all started with tiktok.
Attracting popular webmasters will help Facebook regain popularity and get more interesting content. The more popular videos, photos and posts creators post on Facebook and its apps, the more likely users will continue to use the social networking platform. When Facebook finally asks for a commission from the creator’s income, it may also add a potential source of profit to the company.
“Facebook is basically saying,” Hey, instagram used to be the biggest online Red platform, and now we’re losing our influence in this field, “said Nicole Quinn, a speed of light venture capitalist who studies the online Red anchor and content creator market“ If I were Facebook, I would think, “I need to keep up with the times. How do we get people back? ”
However, it is not easy to win the support of netizens because they have more and more choices. In addition to Facebook, youtube and tiktok, other platforms are competing to attract netizens. Last November, snapchat announced that it would award content creators on the platform $1 million a day, as well as more features such as rewards that would make content creators money. Twitter has also introduced a reward feature and will soon allow creators to charge a monthly subscription fee for their content.
According to signalfire, a venture capital firm, at least 50 million people around the world now consider themselves content creators.
“In order to attract and retain content creators, there is an all-round competition in the whole social media field,” said Li Jin, founder of atelier ventures, a venture capital firm focusing on the Internet red economy“ All major platforms realize that the value of the platform comes from the content, the creators who can tie the users. ”
This shift also poses challenges for Facebook. Previously, the company mainly focused on promoting advertising business to big brands and small and medium-sized enterprises, and failed to seize the opportunity to attract more content creators in time.
In 2016, after the closure of the short video app vine, top Internet celebrities such as Logan Paul and piques flocked to Facebook platform to publish video content. But at that time, Facebook didn’t have enough digital tools to make these celebrities profitable, so many people gradually shifted their energy to Youtube.
One of the problems Facebook and instagram face is that users post posts and videos only to people who follow them, which means that it may take years for content creators to build a large audience and make money from it. Facebook has more than 3 billion users worldwide, so it’s not easy to stand out from them.
In contrast, tiktok’s content recommendation algorithm, known as for you, makes it easy for new users who don’t have fans to upload videos and immediately present them to millions of other users. Through its partner team, tiktok has established a cooperative relationship with online celebrities on the platform for a long time, helping content creators grow and manage fans, and simplifying related technical support issues.
Some content creators say they feel Facebook doesn’t value themselves. Jon Brownell, 29, is a life and health anchor with more than 2 million Facebook fans. Brauner said that since his Facebook page was hacked in 2017, it has been difficult to communicate effectively with the company. He said he had appeared in Facebook’s playa vista, California, office four times, trying to ask employees for help, but no one answered. Although Brownell’s Facebook page was eventually restored, his revenue was affected by his inability to post advertising content on the page for several weeks.
“Zuckerberg has always supported that the creator’s claim is a lie, followed by an exclamation point, an exclamation point, an exclamation point,” Brownell said.
Cox said Facebook is listening to the creators. He said that the company is expanding the size of its partner team in order to better address the concerns of the network anchor. He added that some of the creators on Facebook have gained a large number of fans through the platform. Facebook’s experience with small businesses can effectively support content creators and help them build sustainable business models.
To help content creators make money, Facebook is also releasing more tools and features, such as monthly subscription for online Red pages, and advertising in short videos and live broadcasts. Zuckerberg has promised that Facebook won’t take a percentage out of the income of content creators until 2023 at the earliest.
Facebook is also adopting a familiar strategy to make its platform functions look more like competitors. This month, Adam mosseri, head of instagram, said instagram apps would be adjusted to keep up with mainstream video apps. This includes adjusting the instagram algorithm to start pushing more videos to users. In other words, instagram is doing what tiktok is doing.
“We’re no longer a photo sharing app,” moseri said in a video on instagram this month. He later clarified on personal social media that instagram is not going to give up the photo sharing business, but to turn more attention to the video business.
Facebook also wants to attract content creators from writers to podcasts. Last month, Facebook launched bulletin, a news service designed to attract more writers to build their own fan base on Facebook. It also released the audio rooms blog feature, allowing users to chat with fans in real time. Facebook launched these features to target the podcast market and compete with applications such as clubhouse and twitter spaces.
Recently, Zuckerberg also began to use the Internet red expression pack about himself. He recently released a picture of himself surfing with Zuckerberg’s face in white sunscreen, which was widely spread on the Internet last year.
Last weekend, Zuckerberg also tried to create a meme about himself. He posted on Facebook a video of himself surfing on an electric surfboard in Lake Tahoe, California, with the background music of “country road take me home” sung by John Denver.
Content creators imitated it, and it became popular almost immediately（ (translated by Tencent technology / Jiao Han)