Facebook is officially launching licensed music videos across its platforms in the U.S. The social media giant is taking a swing at YouTube by bringing officially licensed music videos to its platform. The videos will also be monetized by advertising. The launch of Facebook music videos is seen as a significant challenge to YouTube as it connects artist with fans and comes with amazing features including promotion of new releases and raise money for important causes through the donate button in Live and Stories.

Facebook is in partnership with top labels, including Sony Music, Universal Music Group, Warner Music Group, Merlin, BMG, Kobalt and other independents. The changes starting this weekend allows users on Facebook to discover, watch and share music videos from a wide range of artists, including, Nicki Minaj, Blake Shelton, Bob Marley, Diplo, Elton John and the Jonas Brothers.

Facebook plans to offer exclusive music video content and premieres from artists and popular personalities including Lele Pons and J. Balvin. The company has tried to become a bigger player in digital video, which can be a lucrative source of ad revenue and also keep users engaged on its platform for longer. In 2017, faceebook watch was introduced.

Earlier this year, YouTube CEO Susan Wojcicki said a goal for 2020 is to “partner with the music industry to grow revenue, break new artists and promote music.” In 2019, the company paid out more than $3 billion to the music industry through ads and subscriptions. (The company also has a music streaming service called YouTube Music with free and paid options.)

“Facebook clearly needs content that advertisers are comfortable with and will purchase advertising against, and some way to keep users on the platform other than provoking outrage,” said Jim Nail, principal analyst at research firm Forrester. Music videos could offer a way to address both those issues.

Facebook is known to borrow features and concepts from rivals, including disappearing posts, a dating tool, and a marketplace to buy and sell items.
The social network’s announcement comes days after CEO Mark Zuckerberg appeared before Congress along with the CEOs of Apple (AAPL), Amazon (AMZN), and Google parent company Alphabet, where they faced tough questions about their competitive tactics.

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Facebook is Facebook and YouTube is YouTube. Except Facebook is taking over YouTube as it did WhatsApp, if not, there is no threat there.

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