Facebook echoes Twitch and YouTube with additional video tools for creators

Facebook has rolled out a series of new tools for video creators using its platform, including a new feature enabling users to pre-record interactive video and then release it during a specified viewing window to create an event for their followers. The functionality mirrors similar features that were recently added to rival services YouTube and Twitch.

Facebook announced testing of the new feature earlier this year. Using it, video creators and brands can drum up excitement for pre-recorded clips and then enable viewers to interact with the video through emojis and comments just like they previously could with live-streamed video.

Facebook is hoping that the expansion of interactive capabilities to pre-recorded video will boost engagement with more polished videos hosted on its service, and in turn encourage more creators to switch over to its platform for video hosting.

The company is increasingly seeking to compete with rivals YouTube and Twitch when it comes to video. According to its testing of the feature, which saw participation by Sony, BuzzFeed, the Buffalo Bills and Oprah Winfreys OWN, outlets using the feature saw increased engagement, although it has not provided specific figures.

In addition to the Premieres functionality, Facebook has also expanded its live video polls and Top Fans features to more pages with the aim of building a deeper connection between creators and their audiences. Live polls enables viewers to participate in polls while watching videos, while Top Fans provides regular viewers with a badge to recognise their dedication.