Social Media

11 New Video Tools in Social Media

In the rush to become destinations for online video content, social media platforms are releasing a flurry of new tools and improvements for publishers and viewers. Many of these updates are intended to broaden access to smaller content producers.

Here is a list of recent video updates from social media platforms. There are updates on monetization and analytics, content deals, mobile viewing apps, and several updates on live streaming.


YouTube allows live streaming for channels with 1,000 subscribers. YouTube has lightened its requirements for live streaming, allowing channels with just 1,000 subscribers to initiate a live stream via Android, iPhone, and iPad app. Channels must be verified and have no live stream restrictions in the last 90 days. YouTube introduced live streaming in February for channels with 10,000 subscribers.


Six new Facebook Live features. Facebook has released six new features for Facebook Live. Facebook Pages can now go live via a web browser. Pages now have a live contributor role, allowing admins to designate specific individuals to go live on behalf of a Page. Video metrics for public videos are available for profiles with 5,000 or more followers. Broadcasters can now pin comments to the bottom of a live broadcast. With video permalinks for Pages, publishers now have a quick way to point people toward a live broadcast as it’s happening. And a new series of cross-posting features help publishers reach audiences across different Pages.

Improvement to video metrics in Page Insights. Facebook has rolled out a number of improvements to video metrics in Page Insights. The changes are based on feedback from publisher partners. Updates include adding aggregate minutes viewed, simplifying aggregate video views, making it easier to analyze metrics across a date range, enabling comparisons between current video metrics and historical benchmarks, and sorting top videos by minutes viewed or views.

Video metrics in Facebook Page Insights.

Video metrics in Facebook Page Insights.

New ways to watch video — picture-in-picture and more. Facebook has updated ways to watch video on the platform. Videos in Facebook’s news feed have previously played silently — now tap on a video to hear sound. Vertical videos now look better with a larger preview format. Videos can now be played with a picture-in-picture view while viewers browse other stories in the news feed. And Facebook has announced a new app to watch Facebook video on a variety of TV platforms.

Live 360 videos. Facebook has introduced Live 360 videos, giving people an immediate, live look into what’s happening in the world right now with 360 video to fully immerse viewers. Live 360 transports people into new experiences, as they happen. To promote the feature, National Geographic used Live 360 video to cover scientists living in pods to simulate aspects of life on Mars, taking viewers behind the scenes to explore the living quarters, see how the scientists suit up, and take a rover out for a spin across the Martian landscape.

Live 360 video, from Facebook.

Live 360 video, from Facebook.

Update on video monetization. To help its partners monetize premium video content, Facebook has made three updates on Facebook and through Audience Network. All eligible publishers can now make money from in-stream video ads on their own websites and apps through Audience Network. Facebook is extending the beta test of Ad Breaks in Facebook Live to additional Profiles and Pages in the U.S. And Facebook is testing ad breaks in on-demand video on Facebook with a small number of partners.


Twitter announces Periscope Producer API for live video. Last fall, Twitter announced Periscope Producer to allow broadcasters to connect external devices and production software to Periscope. Now Twitter has announced the Periscope Producer API, which creates new ways to share live video, such as starting broadcasts directly from external hardware, software, cameras, and web services — without the need to connect them via the app. The API enables third-party applications to authenticate Periscope accounts, configure streams, start and stop broadcasts, and publish broadcasts to Twitter. Launch partners include Telestream, Livestream, Switchboard Cloud, Teradek, Brandlive, Giroptic iO 360, Grabyo, LiveU Solo, Make.TV, NewTek, Telescope, and Vidpresso.

Periscope Producer.

Twitter builds live-streaming partnerships with Live Nation, Bloomberg, more. Twitter has announced a partnership with Live Nation to exclusively live stream video of concerts. Artists include Train, Marian Hill, August Alsina, and Portugal The Man. The announcement is part of Twitter’s new slate of live premium video content, which includes MTV Awards and coverage of New York’s Fashion Week. Twitter has also announced a 24/7 streaming news network partnership with Bloomberg, scheduled to air in the fall. Twitter has also announced a slew of live-streaming deals in the pro sports world, including partnerships with WNBA, NFL, and PGA, and the weekly Major League Baseball game that already streams on Twitter.


HubSpot and Shakr launch HubSpot and Shakr, a video creation platform for advertisers, have announced the launch of, a platform for creating compelling video content tailored for Instagram’s vertical format. provides the tools for advertisers and marketers to build vertical video assets for Instagram directly from a web browser in a quick and cost-effective manner. is free for a limited time.

More Apps for Social Video

Tumblr launches Cabana, a new app for watching videos with friends. Cabana is Tumblr’s new app for socially watching video content. Video chat with up to five of your friends while viewing videos together.

Apple launches Clips app. Clips is a new app for making fun videos to share with friends, family, and everyone. Create and send a video message or tell a quick story with animated text, graphics, emoji, music, and more. Create videos in real-time using simple controls — no timeline, tracks, or complicated editing tools. Shoot live video and photos or add them from your library. Create animated titles and captions using just your voice.

Clips, by Apple.

Clips, by Apple.


Sig Ueland
Sig Ueland
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