Facebook today announced it has begun testing ad breaks that interrupt on-demvà đoạn Clip, using a small set of partners who will earn a 55 percent ad revenue chia sẻ while Facebook keeps 45 percent. That could change the way creators make video nội dung so they tease viewers enough khổng lồ sit through the ads, while luring more producers to lớn Facebook.

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On-dem& video publishers will get to select where in their đoạn Clip they want to insert an ad break, but it must be at least đôi mươi seconds in and at least 2 minutes apart. Recode reported last month that ad breaks were coming.

Facebook’s Audience Network for showing ads in other apps now lets all publishers host in-stream đoạn Clip ads, after testing them this year.

Here’s what two of Facebook’s đoạn Clip ad breaks look lượt thích, via Matt Navarra

Facebook is also expanding its existing chạy thử of ad breaks in Live sầu videos that it announced in August. Now Pages và profiles in the U.S. that have sầu at least 2,000 followers and reached at least 300 concurrent viewers in one of their recent Live videos are eligible to insert ad breaks.

After at least 4 minutes of broadcasting khổng lồ at least 300 concurrent viewers, they’ll see a “You can take an ad break” money sign alert alongside real-time comments on their đoạn phim. Tapping that initiates an ad break up to 20 seconds, and creators can take more ad breaks every 5 minutes.

Now both live sầu broadcasters và recorded nội dung creators on Facebook will earn a chia sẻ of ad revenue from their viewers, creating an open monetization platkhung that could persuade creators khổng lồ choose Facebook Live sầu.

Ad breaks could actually make it easier for Live creators to be on camera, because if they need to lớn take a quichồng breather, adjust their hair or switch settings, they can vì chưng it off camera. The ad breaks can include vertical video, a further sign of Facebook invading Snapchat’s tên miền.

And Facebook’s plan takes all the work out of monetization, because its team handles all the ad sales & accounting. Outside of big news và entertainment publishers, many of the web’s top đoạn phim creators are teens và young adults shooting from their bedrooms & desperate lớn turn their hobby into lớn a profession.

That’s why YouTube, which pays them, has been the clubhouse for these videographers. Now they have good reason to lớn put their content on Facebook beyond the virality, even if it cannibalizes their YouTube view counts. And Facebook’s ad breaks might lure Live broadcasters away from competitor Periscope, which has only begun doing big sponsorship deals with celebrities. Facebook was already doing one-off đơn hàng with big publishers khổng lồ get them using Live sầu, but now Facebook’s incentive sầu system is available khổng lồ a much wider range of broadcasters.

Ads will both attract & change đoạn phim content

Previously, Facebook only showed video clip ads as either related videos after you watched one purposefully, or as distinct ad units in the feed. Now it can earn cash directly from the more than 100 million hours of đoạn Clip people watch on its platsize, and that stat was from a year ago, before Facebook’s continued rise as a video host. Facebook Clip consumption could also rise beyond its trang chủ on Mobile with the company’s launch of video viewing apps for TV set-top boxes, though for now it’s not showing ads there.

The big concern here, though, is that đoạn phim makers will purposefully delay the best parts of videos until after ad breaks, making them much less watchable. Currently, creators try to lớn cram the flashiest moments of their content in the first few seconds khổng lồ catch people’s eyes while they’re scrolling the feed, giving people what they want up front.

Now creators might instead use the first đôi mươi seconds of videos khổng lồ build suspense lớn a cliffhanger, insert an ad break và then put the meat of the đoạn Clip after they’ve already earned their cut. Along with the switch from videos autplaying silently to having sound on by mặc định, the whole Facebook video clip creation playbook will have lớn change.

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Facebook’s VP. of partnerships Nick Grudin tells hoiquanzen.com, “Whether on Facebook or off, we’re committed to lớn continuing to lớn work with our partners khổng lồ develop new monetization products & ad formats for digital video. It’s early days, but today’s updates are a step towards this goal.”

Together, these initiatives could let Facebook further boost the cash it earns from the same amount of News Feed space. If Facebook can lure the best content onto its platform, users will kết thúc up sitting through more lucrative ads than if they were just scrolling past phokhổng lồ ads in the feed.