Brightcove Announces Support for Facebook's Open Graph and Social Plug-Ins
Broadband video platform provider, Brightcove, says that its platform will provide support for the Open Graph and new set of Social Plug-ins that were announced by social networking giant, Facebook, at its f8 Conference in San Francisco, Wednesday (note: an explanation of the Open Graph and the new plug-ins can be found here).
"We have created a way for Brightcove online video platform customers to quickly embed the Facebook Social Plug-Ins, such as the 'Like' button and the 'Recommendation' plug-in into their Brightcove video using BEML," Brightcove's VP of marketing, Jeff Whatcott, wrote on a corporate blog (note: a tutorial that explains in detail how to do this, is available here). "Having this functionality implemented in the player itself is both important and cool because it means that the social plug-ins travel with the video content wherever it goes. If an end-user grabs the embed code and puts it their blog, the social plug-ins will be there. That can accelerate the pass-along effect and enrich the social graph with every click. The secret sauce behind this capability is BEML, the player customization and templating language for the Brightcove platform. BEML makes it possible to skin, extend, and add functionality to Brightcove video experiences without specialized development skills."
Brightcove's incorporation of support for the new Facebook features is the latest in a series of collaborations between the companies: last year, for example, Brightcove put a Facebook sharing control in its default player templates and worked with Facebook to have its players whitelisted, so that they can appear and play back directly in the Facebook activity stream and on fan pages. "Without whitelisting," Whatcott explains in his blog post, "'Liked' or shared videos appear as linked thumbnails that force the end-user out of the facebook context. Viewing from within Facebook increases the likelihood that it will actually be watched."
Brightcove is, of course, incorporating support for the new Facebook features with the goal of increasing viewership of its clients' videos. According to Whatcott, the company has been working with TubeMogul on a research report that shows that people who watch video as a result of clicking on a link found through Facebook tend to watch longer than people who found the video some other way. "It just makes sense that we are more inclined to stick with the video that was recommended by people we are at least casually connected to," he writes.
Whatcott's blog post goes on to explain that "what Facebook is doing here with the Open Graph is going to bring about what I call the 'socially validated Web." The post provides a succinct argument for the benefits of Facebook's new features and the "socially validated" Internet experience they could enable (though without addressing the concerns about the features that have been raised by privacy advocates) and is worth reading in its entirety.