Facebook has launched a video app called Creators aimed at building a community of closely followed producers like YouTube's, the company announced Thursday.
The company opened a new office in Playa Vista last year in part to strengthen its relationship with the entertainment industry and video creators who have flocked to YouTube.
Video - particularly the kind generated by social media stars - is seen as key to driving up engagement on Facebook, leading to more advertising revenue.
The Creators app gives video producers a centralized platform to post content, add video effects, keep tabs on metrics and read comments on Facebook and Instagram, and messages on Messenger.
The company is also launching a website called Facebook for Creators, which will coach users on refining their videos.