Facebook has unveiled a new app which is geared towards influencers, making it easier for them to create videos and access analytics tools.
The Facebook Creator app is being rolled out globally and comprises the usual camera and effects tools, as well as a tab which lets makers connect with their fans via a dedicated inbox which pools together messages from creators’ Facebook and Instagram audiences.
The main draw for influencers working with brands is likely to be the insights feature which grants access to video metrics and page analytics, in a similar way to YouTube's creator app.
Facebook also appears to be pushing creators towards its Live service, including creative tools which simplify the process of creating real-time broadcasts.
The launch indicates that Facebook is prepared to step up the challenge to YouTube and encourage more influencers to post content within its walls.
The announcement also comes just months after the Facebook unveiled its dedicated original video service Watch, for which a select number of creators are currently producing content; a privilege Facebook said it plans “to roll out more broadly in the future”.
Facebook has been streamlining its influencer features of late. In August it rolled out a new way for brands to take the posts that they pay publishers and influencers to create and promote them as ads in the news feed. The move caused a bit of a stir, with some marketers expressing concerns that it meant influencer posts would be gradually surpressed on the platform if brands didn't put money behind them.
The move from Facebook also comes amid accusations from some YouTubers that the Google-owned platform is limiting the type of content that con be monetised following its own brand safety crisis. YouTube is encouraging its community to appeal decisions they don't agree with, saying in time it hopes machine learning will iron any teething problems out.