SAN FRANCISCO (Reuters) – Fb Inc (FB.O) launched a matchmaking system Tuesday to domesticate partnerships between advertisers and video creators because the world’s largest social media firm tries to rapidly parallel the number of industrial alternatives provided by its video rival YouTube.

The brand of Fb is pictured through the Viva Tech start-up and know-how summit in Paris, France, Might 25, 2018. REUTERS/Charles Platiau

Some advertisers have examined the Model Collabs Supervisor, which identifies video makers that could be good matches for product placement or endorsement offers.

Fb additionally mentioned it was permitting extra content material creators to run advert breaks in longer movies, and provide subscriptions for $four.99 a month to followers. Subscribers obtain perks, akin to unique behind-the-scenes footage.

Fb isn’t preserving a lower of partnerships or subscriptions throughout testing, and it’s unsure about eventual charges, firm Vice President Fidji Simo informed Reuters in an interview final week.

The corporate has lengthy been cautious of polluting newer experiences, akin to video, with adverts and paid choices. However it has deployed the moneymaking options in current months after a 12 months by which many videomakers noticed their YouTube earnings clipped.

YouTube, a part of Alphabet Inc’s (GOOGL.O) Google, tightened revenue-sharing insurance policies final 12 months after advertisers together with Procter & Gamble Co (PG.N) expressed concern about automated ad-buying instruments that had turned them into sponsors of unflattering content material.

Each Fb and YouTube are racing to draw high-quality content material, which might assist them win over the $200 billion spent yearly on TV promoting globally.

Fb’s attraction to video makers has been restricted by the few alternatives they’ve needed to flip viewership on the service into income. For example, YouTube added a partnership match instrument in 2016 through acquisition.

YouTube plans to replace its commercialization choices later this week as 30,000 members of the web video trade, together with followers, collect for the VidCon competition in Anaheim, California starting Wednesday.

Simo acknowledged that video makers need much more options. Fb already is testing methods to promote new movies as “stay occasions” that would grow to be large locations for promoting, she mentioned.

Many creators have requested for a instrument to promote merchandise they develop to followers, Simo mentioned. For now, Simo mentioned the corporate plans to do a “small check” this 12 months of promoting third-party merchandise featured in movies.

Individually, Fb unveiled on Tuesday polling and quizzing options for anybody to supply sport exhibits. The instruments observe the success of startup Intermedia Labs Inc, whose HQ trivia app frequently attracts 1 million contestants to each day exhibits.

Reporting by Paresh Dave; Further reporting by David Ingram; Modifying by Lisa Shumaker