UPDATED 22:50 EST / NOVEMBER 16 2017


With new Creator app, Facebook brings the fight to YouTube once again

In its attempt to encourage more original video content on its platform, Facebook Inc. today introduced a new Creator app, which will help people create, brand and share original videos.

Facebook has been focused on spending more money on original video content this year, but unfortunately for the company, it has also been under fire this year for spreading fake news on its platform. The recent announcement that it was joining a new initiative called The Trust Project together with other tech giants is aimed at alleviating that problem.

The Creator app follows Facebook’s recent introduction of Watch, a dedicated tab where users can watch original videos. In addition, the company’s acquisition of Source3 earlier this year will be used to detect pirated content. Taken together, the moves are a clear attempt to take on Google LLC’s massive YouTube video service.

Facebook announced the Creator app at VidCon in June. The app isn’t completely new and is actually a rebranded and updated version of Facebook’s Mentions app, which the company introduced in 2014. The Mentions app, however, was only available to verified public figures and Pages. The “new” Creator app will now be open to everyone and is launching globally today on iOS, with an Android version set to be available in “coming months.”

The new app could lure creators away from the likes of YouTube, but it’s still missing a big draw: ways for creators to make money from their content. Facebook is exploring different monetization business models, according to Fidji Simo, vice president of video product at Facebook.

Facebook Creator app

Live Creative Kit

The Live Creative Kit provides video creators with a variety of tools that they can use for their live videos. Creators will be able to add an intro, for example, a theme song, to the start of their live broadcast. They also can add an outro, for example, a call-to-action to follow them on social media, to conclude their live broadcast.

Creators can also replace one of the default reactions (such as angry, ha-ha, wow, sad or happy) with a custom reaction of their choice. While the new graphic frames, allow creators to add a specific border to their video.

Community tab

The Community tab is a unified inbox for creators so they don’t have to jump between platforms. The unified inbox in the Community tab will be a central point of all comments from Facebook and Instagram, as well as any messages that creators receive via Facebook Messenger.  

Camera & Stories

In addition to the Live Creative Kit, users of the Creator app will also get access to various camera effects and frames. Creators will be able to access Facebook Stories from the app and the company will also allow creators to share content on other platforms, including its own Instagram and, surprisingly, on Twitter.


Creators will also have easy access to insights within the Creator app. These insights will include analytics about a creator’s Page, video and fan demographics.

Facebook for Creators

Facebook has also launched a new website called Facebook for Creators. A source of information for creators, Facebook for Creators will provide tips on how to create great videos, show what other video creators are doing and provide answers to frequently asked questions.

Creators can also join the Facebook for Creators community, which will allow them to be considered for early access to new features and tools.

Image: Facebook

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