Facebook rolls out working embed feature for videos

26 Mar 2015 | Author: | No comments yet »

Facebook Follows Netflix’s Lead With Post-Play Videos.

Facebook is taking an important step today that could go a long way toward supporting its ambitions in video: allowing videos on its platform to be embedded across the web.This week, The New York Times reported that Facebook is in talks to host content from BuzzFeed, National Geographic, and the Times within the blue confines of its own site, sharing ad revenue with publishers—a plan that many people in media have long suspected was in the works. You could tear through the video player’s source code and try to get something working — but in most cases, it was easier to just turn to YouTube.

Deborah Liu, a Facebook product marketing manager, told an audience of software developers that publishers, bloggers, and other content creators can immediately use a provided embed code to publish Facebook-hosted video on websites—a clear shot across the bow of Google GOOG -2.00% , which owns YouTube, the dominant host of Internet video. Liu also debuted a new plugin that synchronizes comments that users make on other websites with their Facebook pages, meaning that comment threads embedded on outside websites will also appear within Facebook. Videos in Facebook’s own video player will now automatically segue into a new recommended video, and then another, and so on, much like how Netflix plays episode after episode without prompting. The company said the new feature will make it easier for brands to track conversations while also potentially pulling in a wider audience due to the fact that the comments threads will be viewable in multiple locations.

Facebook has been going after advertisers and publishers in a big way lately, and adding support for embeds — which allow videos to spread off-platform — is a critical step toward building its video presence. Here’s what an embedded Facebook video looks like after today’s announcement: Facebook also announced today that it’s going to roll out support for 360-degree videos inside of its native video player.

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