Facebook to Introduce Premieres, a Blend of Live and Pre-Recorded Video

(Image Source)

(Image Source)

Facebook has been on a roll with its video updates lately, rolling out several tools and tricks in the recent months for boosting engagement and enabling creativity.

Now, the social media giant is working on a new live video option: Premieres.

With Premiers, publishers will be able to post pre-recorded video within the Facebook Live environment. Although this may come as a surprise given Facebook’s recent crack down on “fake” Live videos, Premieres is an entirely different beast from a simple re-broadcast of old content.

Facebook’s VP of Product, Fidji Simo, explained it best.

“People will be able to experience Premieres of videos like movie trailers, new episodes of Facebook Watch shows, or new content from their favorite creators, alongside other fans together in real time - just like watching a Facebook Live video.”

So although there will be a broadcast of pre-recorded content (clearly labeled as such), the idea is not to trick viewers into watching fake “live” videos. Instead, it’s a communal viewing experience, with users able to comment and interact in real time as content breaks.

Both Facebook and Google have been investigating opportunities for communal viewing recently, and this is just one of the initiatives underway on that front. Another is the launch of Facebook’s dedicated communal live-streaming app Bonfire, which looks set to rival the company’s earlier attempt, Houseparty. Facebook is looking to tap into video usage as a connective, conversational device-- a trend that has gained a lot of traction among younger users. They’re also testing out “Watch Party,” a tool that allows group admins on the platform to share public video clips with their members, who can comment and discuss the content in real-time.


Google’s own communal video app, known as “UpTime”, lets users create a shared viewing experience for any video. It even lets you see where your friends are in the playback.

The foray into community viewership options is clearly a worthy experiment;

Facebook Live videos still generate 6x more interactions than regular video posts, and with the addition of a tool like Premieres, it’s even easier to foster real-time interactions. The new feature combines the experience of a Live video with the anticipation of breaking content, and has vast potential to bring people together and start a conversation.

Facebook’s new toolkit is creating new opportunities for creators and brands. For more news on this and other platforms visit CROWD. or send an email to hello@crowd.agency.

TrendsGregor Cooney