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Facebook to launch officially licensed music videos in the US next month

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Facebook is preparing to launch officially licensed music videos on its social network in the U.S. next month, in a direct challenge to YouTube. In materials reviewed by TechCrunch, Facebook informed Page owners linked to artists they’ll need to toggle on a new setting to add their music videos to their page ahead of an August 1st deadline, at which point Facebook will automatically create a page of their videos if no action had been taken.

Artists will not have to manually upload their videos or even provide links, Facebook told the artist Page admins. Instead, by enabling the new setting, artists are giving Facebook permission to add music videos to their Page, where they can be discovered by fans on the Page’s Videos tab. This library will include both the artist’s own official videos and those they’re featured in, Facebook explained in its marketing materials.

Once enabled, the artists can edit or remove their videos from this destination at any time.

Above: Screenshots detailing to artist Page admins how to enable the Music video experience

Though artists are being strongly encouraged to enable the feature by August 1st, if they choose not to or miss the deadline, Facebook will create a separate official music Page on their behalf titled “[Artist Name] Official Music.” This Page will be created and controlled by Facebook and will be accessible by fans via the Facebook Watch tab and a new music video destination on the platform.

In an email sent to Page owners (see below), Facebook explained that whenever it receives a new release from a music label, the artist’s Facebook Page would automatically share the video directly on the page’s Timeline. This allows the new video to reach all the followers’ News Feeds. The setting for automatic sharing can be turned off at any time.

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A partial screenshot of the email to artists leaked to Twitter, where it was amplified by social media consultant Matt Navarra. The addition had previously been reported by other smaller sites, as well. TechCrunch has reviewed the marketing materials that explained in more detail how to enable the setting on artists’ Facebook Page.

By enabling the setting, artists are also giving Facebook permission to share aggregate performance insights with righstholders, including likes, shares, comments, views and other engagement data associated with these auto-generated posts, the materials noted.

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In addition, artists can edit the auto-generated posts, including their title, description, tags and even the thumbnails.

Facebook’s expansion into music videos will present a significant challenge to YouTube, which accounted for 46% of the world’s music streaming outside of China as of 2017, according to a report from IFPI. Around the same time, YouTube had claimed over 1 billion music fans came to its site to connect with music from over 2 billion artists. More recently, the company reported it had paid out over $3 billion to the music industry in 2019.

Bloomberg late last year reported that Facebook was negotiating with the three largest record labels — Universal Media Group, Sony Music and Warner Music Group — over rights to music videos. The report noted that record labels were interested in an alternative to YouTube, which they feel doesn’t pay enough.

Currently, artists under the major U.S. labels have not been able to share full music videos on Facebook due to licensing rights; they could only publish a short preview.

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Though Facebook had prior deals with labels, the focus had been on the right to use licensed music in “social experiences” across Facebook, Instagram, Messenger and Oculus. That meant users could post personal videos with licensed music in the background without having their videos taken down. The prior agreements also enabled Facebook to test music-driven social experiences of its own. For example, Facebook tested a Musical.ly competitor called Lip Sync Live and later, a TikTok rival called Lasso, thanks to those deals. It rolled out Music Stickers on Facebook and Instagram, as well.

Facebook already offers a music video experience in Thailand and India. The company more broadly sees video as a major focus area, as videos help connect users and encourage social conversations. Facebook Watch, a dedicated video destination, emerged due to Facebook’s earlier video efforts and continues to expand.

Facebook, reached for comment, declined to offer a statement on its plans.

TechCrunch

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5 Effective Ways to Run Facebook Ads A/B Tests

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Facebook Ads A/B Tests or split tests help them try different versions of ads with various campaign elements. This process helps them arrive at the best version for the organization’s target. 

A/B Tests offer a vast pool of resources to try out various versions. You may get caught up and lose your way to arriving at the best version in a limited time. To better understand this topic you can read the Facebook ad testing guide. Here are five effective ways to run Facebook Ads A/B Tests-

1) Start with the minimal number of variables

This approach will help you analyze the impact of a variable much better. The lesser the variables, the better will be the relevant results and more conclusive. Once you have various versions, you will need to run them through the A/B Significance Test to determine if the test results are valid.

2) The second way is to select the correct structure. 

There are two structures in A/B tests. One is a single ad test, and the other is multiple single variation ad sets. All the variations will go under one ad set in the first structure. Each variation will be under a separate ad set in the second one. Out of the two, the second one works out to be better and gives better results.

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3) Use of spreadsheets is important to stay organized. 

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These spreadsheets help collect and analyze data to get meaningful insights and arrive at data-backed decisions.

4) Do target advertising and set realistic time goals. 

One approach is to choose an entirely new set of audiences. Also, the data pool should be vast and not the same as some existing campaigns. The reason for choosing a different audience is that Facebook may mix up your ads and give contaminated output. 

Another approach to choosing the right audience is to pick geography. It works better, especially when you have business in a particular region.   

It’s also essential to set a realistic timeline for your testing. Facebook suggests one should run a test for at least four days, but you can choose to run the test for up to 30 days.   

5) Set an ideal budget. 

The concept of a perfect budget is subjective. But, you can fix it yourself, or Facebook can do that for you based on your testing data. A large part of the test budget is spent on avoiding audience duplication. If the same audience sees variations, it could affect the test results.

Besides these top five effective ideas, you will need to take a few more action points to make the testing process efficient. Make sure you put the website’s domain link and not the landing page link in the ad, as that doesn’t look good. Put appropriate Call To Action Button, such as ‘Learn More,’ ‘Buy Now,’ etc. It’s also important to see how your ad is coming across on various electronic gadgets- mobile, tablets, etc.

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Another strategy that works is trying to engage the customer. You may add social engagement buttons such as ‘Like’ or ‘Comment.’ Use high-resolution images as they work better with the customers. Low-quality, highly edited images are often not liked and trusted by the consumers.

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You can learn more about the audience behavior patterns with A/B test results. Conducting these tests on Facebook streamlines the entire process and makes it smooth for you. With the test results, advertisers and marketers can work on the creatives they need to utilize.

To sum it up, you can run an effective A/B test campaign within the specified budget. You don’t need to spend massive amounts to get your advertisement right. You’ll make the correct assumptions about the performance of variations with a good understanding of business and consumers.

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