Facebook exec: Marketers must take a broad view on digital video

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Dive Brief:

  • Andrew Bosworth, VP of Advertising and Business Platforms at Facebook, discussed how even industry insiders have been caught off guard by digital video’s quick growth during an interview with C Space Studio at the CES show last week. During the interview, which was broadcast on Facebook Live, the executive said that it is still too early to know exactly where things are headed, but predicted that video will be a much bigger part of the news feed going forward.
  • Facebook Live in particular has been a big success for the social platform, with four times as many people broadcasting live since May. At the same time, the quick success of Instagram Stories, where users can blend text, video and photos, suggests that feeds are evolving into more dynamic mixed media streams.
  • “It is early days,” Bosworth said. “For marketers, in particular, they need to experiment. You can’t just think about video as one thing — it…