What Happened to Watch on Facebook?

Facebook Watch ceased to exist as a dedicated platform within Facebook in April 2023. Instead of maintaining a separate tab and destination for video content, Facebook integrated video more deeply into its core feed experience, aiming to make video discovery more organic and seamless.

The Rise and Fall (or Evolution?) of Watch

Facebook Watch launched with considerable fanfare in August 2017, envisioned as a direct competitor to YouTube and other video streaming services. The platform hosted a diverse range of content, from professionally produced shows and live sports to user-generated videos. Facebook invested heavily in original programming, partnering with celebrities and media companies to create exclusive content designed to draw viewers.

The initial strategy was ambitious. Facebook sought to become a major player in the video entertainment space, leveraging its massive user base and sophisticated targeting capabilities. They aimed to provide a space where users could not only watch videos but also engage in conversations around them, fostering a sense of community around specific shows and creators.

Early Promise and Growing Pains

In the beginning, Facebook Watch showed signs of promise. It attracted a substantial audience, particularly for live events and short-form videos. Facebook’s algorithm played a significant role in promoting Watch content to users, ensuring that videos reached a wide audience.

However, the platform faced several challenges. One key issue was discoverability. While Facebook had a huge user base, guiding users to Watch consistently proved difficult. Many users simply weren’t aware of the platform’s existence or found it cumbersome to navigate to the dedicated Watch tab.

Another hurdle was content quality. While Facebook invested in original programming, much of the content available on Watch consisted of user-generated videos and repurposed content from other platforms. This made it difficult to compete with the professionally curated libraries of established streaming services like Netflix and Hulu.

The Shift in Strategy

Over time, Facebook began to re-evaluate its video strategy. The company realized that users primarily came to Facebook to connect with friends and family, share updates, and engage in social interactions. Watching videos was often a secondary activity, something people did while browsing their feed.

This realization led to a gradual shift in focus. Instead of trying to create a separate destination for video content, Facebook decided to integrate video more directly into the core feed experience. This meant that videos would appear more prominently in users’ news feeds, alongside posts from friends, family, and groups.

The decision to discontinue Facebook Watch as a dedicated platform was a natural extension of this strategic shift. By embedding video content directly into the feed, Facebook hoped to make it easier for users to discover and watch videos, ultimately increasing engagement and viewership.

The Legacy of Watch

While Facebook Watch no longer exists as a separate platform, its influence on Facebook’s video strategy is undeniable. The platform helped Facebook understand how users engage with video content and identify the types of videos that resonate most with its audience.

Many of the features and technologies developed for Facebook Watch, such as live streaming tools and interactive video formats, continue to be used and refined within Facebook’s broader video ecosystem. The lessons learned from Facebook Watch have also informed Facebook’s approach to video monetization, helping the company develop more effective advertising solutions for video content.

In essence, Facebook Watch was not a failure, but rather an experiment that helped shape Facebook’s evolving approach to video. It highlighted the importance of integrating video seamlessly into the user experience and leveraging the power of social connections to drive viewership.

Frequently Asked Questions (FAQs) about Facebook Watch

1. Why did Facebook shut down Watch?

Facebook didn’t exactly “shut down” Watch. Instead, they integrated video more fully into the main Facebook feed. The goal was to make video discovery more organic and less reliant on users actively seeking out a separate platform. The dedicated Watch tab was removed to emphasize this integration.

2. Where can I now find videos on Facebook?

Videos are now found primarily within your Facebook feed. They appear alongside posts from friends, family, groups, and Pages you follow. Facebook’s algorithm determines which videos are most relevant to you based on your interests and viewing history. You can also find videos in Facebook Groups, Facebook Pages, and through targeted searches.

3. Did all the original shows from Facebook Watch disappear?

No, not necessarily. While the Watch platform is gone, some original shows may still be available on Facebook Pages belonging to the content creators or production companies that created them. Availability depends on the specific show and the rights agreements in place.

4. Is Facebook still investing in video content?

Yes, Facebook continues to invest heavily in video. While they may not be funding original series in the same way they did with Watch, they are still actively working to improve their video infrastructure, monetization tools, and content discovery algorithms. Facebook sees video as a crucial component of its overall platform.

5. How does Facebook decide which videos to show me?

Facebook uses a complex algorithm to determine which videos to show you. This algorithm takes into account factors such as your interests, your viewing history, the popularity of the video, and the engagement it receives from other users. Facebook aims to show you videos that you are most likely to find interesting and engaging.

6. Can I still upload videos to Facebook?

Yes, you can still upload videos to Facebook. You can upload videos to your profile, Facebook Pages, and Facebook Groups. Facebook supports a variety of video formats and resolutions.

7. How can I monetize my videos on Facebook?

Facebook offers several ways to monetize videos, including in-stream ads, fan subscriptions, and branded content partnerships. To be eligible for monetization, you must meet certain criteria, such as having a minimum number of followers and adhering to Facebook’s content policies.

8. What is the difference between Facebook Reels and regular Facebook videos?

Facebook Reels are short-form, vertical videos that are similar to TikTok videos. They are designed to be quick and engaging, and they often feature music, filters, and special effects. Regular Facebook videos can be longer and cover a wider range of topics. Reels are discoverable more broadly across Facebook and Instagram.

9. Is live video still a feature on Facebook?

Yes, Facebook Live remains a popular feature. Users can use it to broadcast live video to their friends, family, or followers. Facebook Live is often used for events, announcements, and Q&A sessions.

10. How does Facebook compete with YouTube in the video space?

Facebook’s approach to video differs from YouTube’s. While YouTube is primarily a video-sharing platform, Facebook integrates video into its broader social networking experience. Facebook leverages its social connections and personalized feeds to drive video viewership, while YouTube focuses on search and discovery within its video library.

11. What are the implications of this change for video creators?

The shift from a dedicated Watch platform to integrated video has several implications for video creators. Creators now need to focus on optimizing their videos for the Facebook feed, making them engaging and discoverable. They also need to build a strong presence on Facebook Pages and leverage social interactions to drive viewership. They should be taking advantage of shorter-form video formats such as Reels as well.

12. Will Facebook ever bring back a dedicated video platform?

It’s difficult to say for sure. Facebook is constantly experimenting with new features and strategies. While a return to a dedicated video platform like Watch seems unlikely in the near future, it’s always possible that Facebook could revisit the idea if market conditions change. For now, their focus remains on integrating video seamlessly into the core Facebook experience.