Content Marketers: Facebook Wants to Own You
Starting with publishers, Facebook representatives are offering to host content on the social media site and eliminate the clickthrough—while sharing in the ad revenue. To Marcus Wohlsen of Wired, this seems like the beginning of a huge move by Facebook to host videos, news and content from public figures all in one place and make direct site visits even more rare.
For instance, Wohlsen believes many readers of his Oct. 30 article, "How Facebook Could End Up Controlling Everything You Watch and Read Online," arrived there by clicking on a Facebook link.
"Publishers likely will balk at ceding so much control to Facebook," he writes. "But in the end, they may not have much choice. The arrangement might sound like a partnership at first, but it could end up like Amazon and the book industry. Book publishers may hate dealing with Amazon and resent its influence over their sales. But the last thing they would do is pull their books from Amazon. Thanks to its outsized leverage, Facebook's ability to dictate terms to online publishers could wind up much the same."
Speaking of Amazon, Wohlsen hypothesizes that that company and Google may have something to say about all this content ending up in one place—especially if Google's YouTube loses hits right away. In addition, if a Netflix-like addition happens at Facebook, won't the social media giant's purchase of virtual-reality headset maker Oculus start to make a lot more sense? (Wohlsen cites a Variety article as an example of the video portion of the three priorities Facebook CEO Mark Zuckerberg outlined in his most recent earnings call.)
"Lionsgate is reviving its powerful 'Twilight' franchise by selecting five female directors to make short films based on the series' characters," writes Variety's Dave McNary on Sept. 30. "The short films, financed by Lionsgate and its production partners, will be shown exclusively on Facebook next year."