Facebook is seeking to drive video views with the trial of a new feature enabling viewers to pick up on a previously viewed video from where they left off.
The ‘continue watching’ solution encourages viewers to pick up on where they left off in news feed videos with partially viewed content appearing near the top of some of their feeds on Facebook’s web platform.
It is hoped that this strategy will pay dividends in terms of enticing more eyeballs Facebook’s way whilst also serving as an added incentive for publishers to produce longer form content.
Of course, should the ‘continue watching’ feature prove to be more of a turn-off then Facebook will pull the plug.
Facebook is battling to regain the affection of advertisers stung by a video views counting scandal in which it had over egged its own traffic figures owing to a software bug.
Despite its advertising and social media dominance, Facebook has struggled to gain traction in larger-scale brand advertising campaigns which TV still dominates, despite recent innovations such as in-stream video ads.