Tim Peterson says, “Facebook made clear earlier this year that it’s cool with marketers paying publishers to produce branded videos and distribute them for free through the publishers’ Facebook Pages. Now it’s making it easier for the brands also to distribute the videos through their own Pages without needing to upload the videos themselves.

On Thursday Facebook announced that any Page can cross-post a video, including 360-degree videos and soon for videos that had been live but aren’t anymore, originally uploaded by another Page, so long as that cross-posting Page has the originating Page’s permission. The company also announced that Pages will be able to take a video they had originally uploaded organically and run it as a video ad with the organic video’s and video ad’s view counts being combined in the Page’s Page Insights tabs, which would juice Facebook’s already inflated viewership figures.

Before we get into what this new cross-posting capability means, let’s run through how things worked before today.

Publisher X would make a video for Brand Y and most likely post it to Publisher X’s Page because that’s where more people might see it, or at least more people who might see it as entertainment rather than the advertisement it actually is“.

Facebook makes it easier for brands to cross-post videos produced by publishers

Marketing Land

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