Facebook is building a video product called Super that will let people pay content creators or celebrities to interact with them during a live broadcast
- New product ‘Super’ is still being tested at social network — Facebook is developing more video features during the pandemic
Content creators and celebrities gain a direct payment channel inside Facebook's live broadcasts, adding tip-style revenue alongside the ad formats the platform already runs.
The product puts Facebook in direct feature-for-feature competition with Twitch and YouTube, which it has already trailed into interactive video formats per its earlier Premieres launch.
Second-order effects
If paid interactions take hold, they compete internally with the mid-roll ad model and the subsidized media-company deals that built Live's audience — Facebook must balance advertiser-funded reach against fan-funded intimacy.
Celebrities and TV producers Facebook previously courted through licensing talks acquire leverage as platforms bid for their live time, since Super gives talent a second revenue stream beyond content sales.
Third-order effects
A pattern of copying rival formats while layering payments onto them points toward social video economics shifting from purely ad-funded to hybrid ad-plus-fan-payment models, with platforms racing to own both the audience interface and the payment rail — a direction reinforced by Facebook's later plan for an immersive, feed-replacing video player.
The trend: Social platforms are building direct fan-payment economies atop live video, moving creator monetization beyond advertising.
NEW: Facebook is building a product called Super that lets people pay to interact with a creator/celebrity during a livestream. Cameo meets FB Live. You can pay to ask them a question or take a selfie, e.g. https://www.bloomberg.com/...
Facebook is building a new product called Super that lets ppl pay to interact with a creators/celebs during a livestream (like Cameo meets FB Live). You can pay to ask them a question or take a selfie, etc @KurtWagner8 reports https://www.bloomberg.com/...
@TaylorLorenz @KurtWagner8 How in the world would they be able to prevent people from using this to harass creators/celebs? Particularly those who are women, BIPOC and LGTBQ+?
@EntStrategyGuy I mainly mean Oculus as an interface for new forms of computing and interaction both B2C and B2B. Oculus Quest is not perfect by any means, but it IS a surprisingly good product. if we think of FB as “connective tissue”, then maybe they will be relevant in the nex…
Here we go again, Zuckerberg and Facebook stealing other people's ideas wholesale #nevertrustzuck this time it's @BookCameo https://www.bloomberg.com/...
Gosh, the creativity and innovation of Facebook never ceases to amaze. Without innovation like this—seeing another biz and copying its product exactly—where would America be? (sarcasm for the Big Tech as innovators crowd) https://twitter.com/...
This is literally yet another idea shoplift by the social media giant, this time of @BookCameo, proving it incapable of innovation on its own. https://twitter.com/...
Buy me a beer and I'll chat with you. A martini and I'll be your bestie. Bonus: I'm not Mark Ruffalo! Operators are standing by. https://twitter.com/...
@EntStrategyGuy On a serious note, Microsoft nearly drove itself into a ditch with its lack of innovation during the mid aughts. While “me-too” products like this are certainly indicative of some rot, I wonder if FB is actually fairly well placed for the next cycle.
*Facebook gets sued as a monopoly with emails showing their pursuit to kill competition* Facebook: How about we build a product to kill off a competitor who isn't even a competitor? Zuckerberg: *robot sounds* Brilliant! https://twitter.com/...
Hmm I can't imagine paying someone to ask them a question. Sometimes, I ask people questions and they give me free answers that don't really answer my question. 👀 https://twitter.com/...