Content creators known best for their TV programming are now focusing on Facebook Live and Snapchat, echoing brands’ growing investments in the popular video platforms.

E! News is adding five weekly shows to its Facebook Live programming and launching a new series on Snapchat, buoyed by the strong performance of its daily show “Live from E!” The new shows will later be aired on YouTube and Periscope, Digiday reports. CNBC is also experimenting with Facebook Live to air exclusive content.

Brands are also launching more video content on Facebook and Snapchat. While brand video uploads to YouTube have not increased since last year, uploads to Facebook rose by nearly 50%, according to L2’s Video report. Facebook video uploads also outpace uploads to Instagram, particularly among large advertisers.

Snapchat, which announced 10 billion daily video views in April – outpacing Facebook –is another target for both brands and content creators like E!. Videos account for more than half of branded content posted to Snapchat, and that percentage is even larger for Consumer Electronics and Beverage brands, according to the study. As news channels add content to the platform, more brands could experiment with these increasingly popular video formats.

Percentage of posts by vertical


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