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Facebook is struggling to attract an audience to its Watch platform, which makes the service mediocre for advertisers and, for some executives, is not worth staying. Now he is adapting his strategy to target the over 30s.
That's what CNBC says, which reports that the product launched in the US in August 2017 is not thriving and is largely ignored by media buyers.
Mark Zuckerberg told investors in October that the future on Facebook was crucial for the growing market for digital video advertising. "Video is a critical part of the future. This is what our community wants as long as we can make it social and I think it will also eventually be an important part of our business. "
According to Variety, the company has invested up to $ 1 billion in original content for the Watch platform. Until now, it has attracted up to 50 million US users each month, the company announced in August, although this is no more superficial than its 1.8 billion dollars in sales. monthly users connected in the world. According to comments to CNBC, the company admitted to publishers that it was difficult to familiarize users with the Watch brand.
It is well known that the platform as a whole is struggling to attract young and teenage users. Hootsuite data reported by the ARM revealed that as many as 10 million 13- to 17-year-olds deserted the platform between January and April 2018. However, this was more than offset by the growth in the number of Elderly users.
Aware of this demographic reality, Facebook has hinted that it wants its watch programs to be adapted to the post-graduate millennium, ie those that are now age-old. 39, be a parent.
One company told CNBC that Facebook's interest in talent reflects this change, as it has lobbied for programs featuring established stars rather than social media influencers. Two of his shows feature American entertainment stars, including Jada Pinkett Smith and Catherine-Zeta Jones. Elsewhere, Facebook brings back videos from MTV The real world, one of the first reality TV series aired in 1992.
But the struggle has been to keep people (and advertisers looking for them) out of the news. "We observe that Watch and News Feed performs additional functions. So it makes sense that video consumption and discovery happen in both places, "said Matthew Henick, head of content strategy and content planning for Facebook. But other commentators have noted the drastic change in user behavior, which assumes that it will succeed.
Another point of view is that Facebook also offers conflicting advice to advertisers, recommending that the content of less than 15 seconds be the future in contradiction with the presentation of a long content and an advertising proposal.
As Motley Fool's Adam Levy noted in August, the problem with Facebook may lie in the fact that it aims to compete directly with YouTube, instead of proposing something completely different. "Watching must be an alternative to YouTube, a video destination offering something different," he said. "Facebook started by trying to imitate YouTube, but it's starting to find a new angle to take advantage of its vast, integrated user base."
Source: CNBC, In Search of Alpha, Varieties, The Verge, Motley Fool; additional content by ARM staff
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