by Sabrina Williams
Facebook has recently opened up an exciting new feature to facilitate crossposting Facebook video seamlessly across different Pages. This feature allows multiple Pages to efficiently publish videos as if they all manually uploaded the video file -- but with the metrics all recorded in one place, and without having to give access to Pages to outside administrators.
Facebook crossposting gives Pages that act as a network the ability to quickly and easily collaborate to increase the overall reach of Facebook videos. The participating Pages also reap the algorithmic benefits from the extra native Facebook videos as well!
At a glance
Until Facebook released this crossposting feature, Pages that agreed to distribute content had to either (a) share the original video from the publisher Page, or (b) be granted access to the original video file and then upload the video to their Page. The crossposting function allows a network of Pages to easily publish and measure the performance of these videos. With just a few clicks multiple Pages can receive access to a video which they can tailor for their audience with unique post copy. This looks and performs differently than sharing a video, where the original copy and the profile image of the page it was shared from remain.
Benefits of Crossposting Videos
Crossposting increases the chances that native Facebook videos are seen by the most relevant audiences across different Pages. A publisher may decide that working with a network of other Pages to distribute a video achieves a far greater reach for the video.
One of the best benefits of crossposting is that video metrics are aggregated together across all Pages that post the video. This consolidated counter allows publishers to see how well the video is performing across all Pages as well as how it is performing on specific Pages.
Publishers may find that the value of their content now goes twice as far….or more. Pages that might not have shared a video could be willing to crosspost given how Facebook incentivizes native video. For another example, an older video that may have reached peak viewership on one Page several months ago could be resurrected after being crossposted, generating a new round of metrics which adds to the total reach of that content.
Before agreeing to a crossposting relationship, Pages should always come to agreement on the crossposting attribution requirements. This is particularly important since the referneces to the original Page that published the video disappear. We've found the best form of attribution is a tag specifying the video is (via @originalpublisher’s page) written manually in the post.
How It Works
Facebook makes it incredibly easy to crosspost videos on a per-video basis where the publisher chooses specific videos for specific pages. Below are the steps needed to start crossposting.
First, establish the crossposting relationship:
-Go into your page settings at the top of your Page.
-Click the crossposting tab in the left column
-Add your crossposting partner’s Page
Next, decide which videos the Pages can crosspost:
-At the top of your Page, click Publishing Tools and then click Video Library
-Hover over specific videos you want to make available for crossposting and click crossposting
-Click the Page(s) you want to allow to crosspost the video and then click save
-Pages can find available videos in their Video Library under "Videos You Can Crosspost"
The Publisher maintains complete control of their video and decides which Pages can have access to crosspost it. The Page looking to crosspost can then see videos available to post in the “Videos You Can Crosspost” tab in Publishing Tools.
Don't get spooked if you have an ad running on a video you would like to make available to crosspost and Facebook won't let you edit to grant a new Page access. It seems like the prohibition on editing a post with an ad running is only tied to the period it's under review. After this period ends, you should be able to grant access.
It appears that “older” videos (In our experience, those published prior to February 2016) can’t be crossposted using this new Facebook feature. Instead of crossposting these, publishers may want to provide partner Pages with links to the videos, for instance, in Dropbox or on YouTube
act.tv’s video archive
act.tv will consider partnering with specific Pages to make some of it’s archived content available to be re-purposed for specific campaigns. Please contact act.tv to discuss a crossposting partnership.