Facebook Inc (NASDAQ:FB) is adding a new video features that are similar to YouTube for which the update will be launched soon. On an average, more than 1 billion videos are launched on Facebook per day since June, which is an increase of 50% from May and through July of this year, according to the company.

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Facebook rolling out new video features

Over 65% of the video are viewed over mobile. Users can see the number of views a video got on Facebook Inc (NASDAQ:FB), and it would be displayed on public videos to identify new people and popular videos, says a report from Variety.

Apart from the video feature, Facebook is testing yet another feature on mobile that can display related videos after users have watched it. The company is heading towards developing a more advanced video platform amid competition from Twitter, as well as YouTube.

Justin Osofsky, VP of media partnership said that Facebook is targeting to build, “a compelling offering around our partners’ content.” Osofsky added that any feature due to which user engage more with Facebook Inc (NASDAQ:FB) and speed up distribution to the partners sites are a win.

Prior to releasing this feature, Facebook has already worked on a series of upgrades. Just last year, the company came up with auto-play videos. This year video ranking shot up in users’ newsfeed as the company displayed the relevant videos on the site. Also, Facebook added “call-to-action” buttons in the native videos so that users can tap to land on the external website or app to take another action.

Efforts paying off

Facebook Inc (NASDAQ:FB) is precisely targeting short video, according to Chief Mark Zuckerberg, and one of the major goals of the company is to increase organic video shared by the partners and users to offer distinctive contents that are not available anywhere else, said Zuckerberg.

Previously, Zuckerberg mentioned about the Shakira thank-you videos to fans, when she achieved 100 million likes on Facebook in July. Another video that got popular on Facebook Inc (NASDAQ:FB) was about ALS ice-bucket challenge meme. Users shared more than 17 million videos related to the ice-bucket challenge between June 1-and Sept 1 on Facebook, which were viewed more than 10 billion times by over 440 million people over three-month period.

Discovery channel is using Facebook and has got tremendous response from the viewers citing the Facebook videos outperformed any other content type in terms of overall reach and engagement, according to Derek Dodge, director of digital programming for the cable network.