Video posts on Facebook now have a 135% greater organic reach than photo posts, generating an average of 8 billion video views on per day.

Facebook’s ‘Watch’ will provide new opportunities for brands to feature their own shows and generate real time engagement from their fans as they watch. ‘Watch’ will not only help generate revenue for Facebook but encourage users to return to their feed more often.

Facebook says that people’s comments and reactions to a video are often as much a part of the experience as the video itself. So, when users watch shows they can comment and connect with friends and other viewers. You can even take part in a dedicated Facebook Group discussion for the show. There will also be a list of categories of shows to view. When you select an episode to watch you’ll see all the details about it, with the option to join the live discussion feed.

‘Watch’ will be a personalised platform, that means Facebook will look at what you interact to and what your friends are watching and suggest shows to you based on that data.

Facebook’s ‘Watch’ is being tested and will roll out to a wider range of users in the upcoming weeks.