Facebook Watch Updates Its Initiative of Partnering Publishers With Creators

Its test began in the U.S. earlier this year and is expanding into Europe

Tests in the U.S. resulted in greater interaction between creators and public figures and their audiences Facebook
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Facebook provided an update on an initiative it is testing, in which it partnered up digital publishers with creators and public figures with established communities on the social network to create exclusive video content for its Facebook Watch video destination.

The test began in the U.S. earlier this year, and it is being expanded to Europe with the aim of taking “the creativity and savvy of digital-publishers who make great content and coupling it with celebrities, influencers or personalities that have built up their own, thriving fan bases,” Facebook and Instagram global head of content planning and strategy Matthew Henick wrote in a blog post.

According to Henick, the tests in the U.S. resulted in greater interaction between creators and public figures and their audiences, including via Facebook Watch features such as groups, fan badges), Stories and tighter integration with Instagram.

He added, “It’s clear that there are two powerful things at play here on Facebook: the growth of digital-first video from leading global brands, and the increasing influence and cultural relevance of individual creators. The potential is huge.”

Facebook Watch already has creative partnerships in Europe with publishers including Germany’s ProSiebenSat.1, France’s M6 and the U.K.’s Channel 4 News and BBC News.

Henick shared details on new creator-led shows that are coming to Facebook Watch out of Europe.


Tastemade: Date Fails, a dating-meets-cooking format hosted by Conor Maynard, weekly four- to six-minute episodes; The Healthful Life, in which host Jahannah James investigates rising food trends, weekly four- to six-minute episodes; Gamer Snacks, a show about creating the ultimate gamer snacks, hosted by Arron Crascall.

LADbible: Custom, a competitive reality series judged by Graffiti Kings, in which graffiti artists customize different items, weekly six- to 10-minute episodes; Fantastic Machines, Joseph’s Machines judges another competitive reality show pitting inventors against each other across a series of challenges, weekly six- to 10-minute episodes; Beasted!, training, nutrition and lifestyle makeovers from one of the world’s strongest men, hosted by Eddie Hall, weekly six- to eight-minute episodes.

COPA90: Matchday Menus, Adam Richman hosts weekly eight-minute episodes in which football stadium food is used to explore some of the coolest places in the world; The Edge, a journey through the latest developments in sport science, nutrition and psychology, hosted by Lisa Freestyle, weekly seven-minute episodes; Sunday Football Roast, in which comedians roast each other about their favorite football teams, hosted by Kevin Freshwater, weekly nine-minute episodes.


Brainpool (Myspass): Ek Is Back, 20-year rap veteran Eko Fresh reminisces with his counterparts, weekly four-minute episodes: Fake Date, a prank show based on dating applications, with in-ear commentary from Joyce Ilg, weekly four-minute episodes.

Burda (Bunte.de): Ilka—EXTRA Scharf, in which Ilka Bessin meets fellow celebrities on blind dates at fast food stalls and asks them truth-or-dare questions, weekly four-minute episodes; No Drama, Mama, celebrity mothers Monica Ivancan, Isabell Horn and Natascha Ochsenknecht host group calls with parenting advice, weekly four-minute episodes; Ein Herz für Streuner, Betty Taube gets to know three dogs from a shelter and attempts to find them new homes, weekly four-minute episodes; Kim‘s Famous 5, Kim Gloss hosts a weekly top-five ranking of celebrity posts that amazed the community, weekly four-minute episodes.


Brut: Guillaume en Campagne, actor Guillaume Canet travels around France to meet with farmers, food activists and political representatives and discuss how to rebuild a fairer agricultural system, weekly four-minute episodes; In Da Club, chronicling the opening of a comedy club in Paris by Fary and Panayotis, weekly four-minute episodes; How to Go Green, comedian and environmental activist El Hadj teaches two of his best friends how to adopt a new eco-friendly lifestyle, weekly four-minute episodes.


Ciaopeople: 20900, Camihawke and Alice Venturi host weekly four-minute episodes in which they discuss coming to terms with life in their 30s; The Tales of the Trades, host Saverio Tommasi interviews tradesmen and spotlights their lives and careers, weekly four- to six-minute episodes; In da Car, the Pozzolis family addresses their commitments, children, careers and everything else from the comfort of their car, weekly four-minute episodes; Founder, weekly seven-minute episodes in which host Marco Montemagno takes audiences on a tour of the past so they can understand the future; Braveheart, host Roberto Saviano looks at people and moments that demonstrate great courage, weekly five-minute episodes.


2btube: Menú a 20, influencers and celebrities participate in kitchen-based challenges with limited time, limited budget and limited ingredients, hosted by La Pelo, weekly four-minute episodes; Amor Superdotado (Gifted Love), Roberto Perez Toledo directs weekly four-minute episodes in which students across the country investigate the feeling of falling in love, featuring La Diversión de Martina; Epic Roommates, an animated series by Academia Play, voiced by Destripando la Historia, in which famous personalities from history such as Cleopatra, Frida Kahlo, Albert Einstein and Nikola Tesla become roommates, weekly four-minute episodes; Interceptados (Street Lifeline), in which comics Jorge Cremades, Antón Lofer and Polifacetico battle it out by choosing participants randomly from the street and encourage them to participate in competitive prank-calling, weekly four-minute episodes.

david.cohen@adweek.com David Cohen is editor of Adweek's Social Pro Daily.