2015 is all about branded videos and Facebook wants to host all of them on its platform, giving a stiff competition to YouTube. According to Facebook, on average, more than 50% of people who come back to Facebook every day in the US watch at least one video daily and 76% of people in the US who use Facebook say they tend to discover the videos they watch on Facebook.
Recently it was revealed that Facebook is in discussions with several media firms, including Vice, The Onion and Vox Media, to produce short-form videos for the social network, according to people involved in the project. While this engagement won’t see the the light of day before 2016, Hungama – an Indian digital entertainment company launched the second part of Hungama Studio Diaries by tying up exclusively with Facebook.
According to Hungama – Studio Diaries are video capsules of current musical icons who paid homage to legendary Bollywood composer Kalyanji-Anandji at the Hungama Studio, launched exclusively over Facebook.
The second edition of the Hungama Studio Diaries features musicians like Atif Aslam, Shraddha Kapoor, Shankar Mahadevan, Zakir Hussain, Sivamani, Leslie Lewis, Benny Dayal, Ankit Tiwari, among others performing their renditions of Kalyanji-Anandji’s hit numbers ‘Har Kisiko Nahi Milta’ and ‘Laila O Laila’.
The video which was launched yesterday is gaining eyeballs and has already gained more than 2 lakh views in less than 24 hours.
Hungama has launched the second video after the initial success of the part one video, which is a montage of artistes who sang the hit song ‘Pal Pal Dil Ke Paas’ created by legendary duo Kalyanji-Anandji. The first video was launched in March 2015 and has earned 1.7 lakh views with more than 6K shares on Facebook.
Both videos feature some of the very popular Bollywood tracks and recreating them once again with a mix of current artists has clearly worked with fans. Besides the idea of launching the videos exclusively on Facebook makes more sense for the brand which has a 1.3 million fans on its fan page. Going further the brand might boost views with paid media to reach a wider audience on Facebook which is right now 112 million monthly active users in India.
“The idea to exclusively launch this video over Facebook has brought about massive consumer reach and great results, seeing its success we are all set to launch the 2nd part of our video series. Our association with Facebook has been mutually beneficial, with this we hope to continue building on our space of original content and sharing this exclusively with our subscribers,” added Siddhartha Roy, CEO of Hungama.
In November 2014, the number of videos uploaded to Facebook overtook YouTube videos on Facebook for the first time. Hungama launching exclusive videos on Facebook will only give more strength and belief to the other brands to look at Facebook as a video sharing network too.
Not a good news for the grandfather of the video industry YouTube, specially at a time when YouTube’s recent policy changes for large content creators has made them worry and possibly look for other video sharing platforms.