Facebook is doubling down on video content in its drive for more ‘meaningful interactions’. Watch is the company's first effort to brand video as a standalone property, and the social network is splitting ad revenue 55:45 in favour of content creators, the same as YouTube. Facebook reported more than 8bn video views in 2017 alone.

Influencers accounted for 56% of the 966m views recorded by Tubular Labs on Facebook in the first three months of this year, and 56% of the 1.2m video uploads. Further, influencers took an 84% share of the 1.7bn YouTube views during the period.

The Association for National Advertisers (ANA) expects US brand spend on influencers to rise to over $100bn in 2020. The World Federation of Advertisers (WFA) found last month that two-thirds of multinational brands plan to increase their spending on influencer marketing this year, providing transparency standards are met.

Aside from pre/mid/post roll ads in influencer videos, there’s opportunity for product placement and branded content. Influencers have built specific, always-engaged audiences, and identifying the right influencer to sponsor or co-create content can yield return on investment, as long as the brand’s values are aligned.

This Data Point was drawn from August's Global Ad Trends report, which focuses on online video advertising.