Here’s How Facebook Plans to Get More Creators to Upload Natively

By Sahil Patel

It’s no secret that Facebook wants video creators to upload content directly to the social network instead of embedding third-party (YouTube) clips. The company has even made it so that those clips perform better on the social network.

Now, two companies are launching products that will make it easier for more video creators and publishers to easily publish natively to Facebook.

The first one is Fullscreen, which has unveiled the Fullscreen Uploader, a tool that will allow its creators to upload natively to YouTube and/or Facebook from one place. The tool will be available as part of the network’s Creator Platform. Fullscreen currently serves more than 60,000 creators.

Meanwhile, Kaltura, an open-source video solution for publishers, brands, and other content owners, has launched a “distribution connector” tool, which will also allow its customers to publish to Facebook without needing to leave the Kaltura platform. The tool fully supports Facebook video, offering content owners access to all of the player’s features including auto-play and customizable call-to-action buttons.

Looking ahead, Kaltura says it plans to build an analytics dashboard to give its customers a better idea on how their native videos are performing.

Both products come out of an improved Video API, which was unveiled by Facebook today at its annual F8 developer conference. The overall goal, for Facebook, is to become more of a video platform than it already is. Currently, the social network boasts more than 3 billion views every day, 65% of which happen on mobile devices.

In the future, it wants more. Facebook started as a platform where users primarily shared text content, said founder and CEO Mark Zuckerberg onstage at F8. “Fast forward five years, it’s going to be video,” he said.

And it won’t all be on Facebook, per see. Facebook also announced that it’s created an embeddable version of its video player, which will allow users to share Facebook clips on other sites just like they’re currently able to with YouTube. In other words: if it hasn’t already, Facebook is becoming a video platform.

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