Facebook takes on YouTube with Creator app

In recent months, video content has bloomed. We’re seeing more of it than ever and it’s hugely successful as a content form across platforms. So, Facebook are rising up to the demand and success of video and taking on YouTube with their new Creator app.

What can you do with the Creator app? Broadcast live video content. The app is available to everyone everywhere from celebrities and influencers, to your great aunt; anyone can download and use Creator. It’s a way for users to distribute live videos really very simply. The fun features in this kit include the camera effects, intros, outros, borders and emoji reacts.

Creators themselves have access to a collative inbox of Facebook comments, Instagram comments and Messenger chats. This makes it a bit easier to whittle down the trolls. The idea behind it is that Facebook want to bring together communities of people through meaningful content.

Interestingly, Creator is a rebrand of the Facebook Mentions app which surfaced in 2014. Mentions was only available to verified pages of celebs like influencers, musicians, sports personalities and actors. This app was designed to get them engaging with their fanbase in a format where a high-level of social activity could be easily managed.

From an influencer and brand perspective, video metrics and page analytics can be viewed within the app. Influencers are also able to see fan demographics, which is very useful for selecting brands with which to work and deciding on content to produce.

The Creator app pushes even further towards video content and, more specifically, real-time, live video. This app makes content creation so much more accessible to everyone, integrating video into an already highly successful and globally used platform.

So what does this mean for influencer marketing on social? A more engaged audience could really help attract brands to advertise through Facebook video. The ability of the Creator to see their fanbase demographic is particularly useful for identifying suitable brand work.

But there is one small (or actually rather large) problem. Where’s the money? There is no way for Creators to make subscription money, ad revenue or receive tips. The only way to monetise the live video process is to create content for brands.

It’ll be interesting to see how Creator transforms the creation and broadcast of live video content, with the great accessibility and integration of social community management, but also considering the monetisation draw-back. Will brands be more inclined to want sponsored ads on a platform with a more engaged audience?

Latest Posts

Creating polished, professional videos for social media doesn’t mean you need the latest camera or a studio setup: what really matters is how you shoot, edit, and present your videos. Let’s break down the essentials that will help your video content stand out and make an impact. Preparation Is Everything…
Read More
We’ve all been there – reeling off the results of our latest B2B marketing campaign with glee, while the recipient’s eyes glaze over. Whether it’s informing CFOs or CMOs of our latest success, we need to tailor our reporting accordingly and make them far more impactful. You may have seen…
Read More
Meta didn’t announce updates. It announced control. At NewFronts 2025, Meta rolled out tools, formats, and algorithms that signal one thing: it wants to own the attention economy from top to bottom. Discovery, distribution, and even your creative process. This isn’t just about more ad slots. It’s…
Read More