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Facebook's Video API lets brands push more and more video into your News Feed

Leah Yamshon | March 27, 2015
Coming soon to a News Feed near you: More videos from brands and content creators, instead of your friends. Facebook rolled out an update to its Video API on Wednesday, and went over the details during a session at the company's F8 Developer Conference. The goal of these new features is to help creators better reach their audiences--which could be you.

According to Fidji Simo, Facebook's product management director of video, Facebook gets 3 billion videos viewed daily, with 65 percent of those views coming from mobile devices. Fifty-three percent of all views come from shares within Facebook, and that's expected to grow now that Facebook unrolled embeddable videos. 

With that kind of viewership, we should expect to see Facebook expand its video initiatives even further. They've already figured out what works best for their platform: Auto-play (what, at first, appears to be a still image starts moving "like a magical Harry Potter newspaper experience," according to Simo), the sound turned off by default, and videos that grab the user's attention in the first few seconds.

Next up, spherical videos — which we should learn more about on Thursday's Oculus Rift-focused F8 keynote — and perhaps continuous autoplay.


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