The social media giant introduced the app at the annual VidCon conference in Anaheim, Calif. on Friday. The app is targeted to content creators who may have verified accounts but are smaller than media organizations or celebrities.
Facebook released a similar app called Mentions in 2015, where it first introduced the Facebook Live feature. This new app will build on Mentions by giving content creators new editing tools via a Live Creator Kit that gives them ability to add intros, outros, custom stickers and custom frames. It also has new analytics data on how users are viewing the content and communications tools to connect creators with viewers.
The move underscores Facebook's growing commitment to video content. CEO Mark Zuckerberg has repeatedly voiced his excitement about video, saying on an earnings call earlier this year that it's "a mega trend, same order as mobile." The company has been investing more and more in short term video, as well as original content creators, seemingly as a move to compete with Alphabet Inc.'s (GOOGL - Get Report) YouTube. Analysts have even said Facebook could launch a dedicated video app at some point.
The creator-focused app that's due out later this year should give content makers a greater incentive to post on Facebook, thereby boosting the tech giant's efforts to hone in on video.
"We're building an app dedicated to you," said Facebook product director Daniel Danker at the event on Friday. "We see amazing creativity from creators on Facebook every day."
Facebook shares were up 1% to $154.97 in post-market trading on Friday.
Editors' pick: Originally published June 23.