Silicon Valley social media giant Facebook Inc. (FB) has stepped up its efforts to steal away video creators from Alphabet Inc.’s (GOOG) YouTube division.

On Thursday, Facebook launched Facebook Creator, a platform seeking to turn video consumption into “time well spent” and offer social media influencers a means to foster communities around their content. The new Creator app provides video creators exclusive tools such as a Live Creative Kit for adding intros and outros to broadcasts, a unified inbox of Facebook and Instagram comments and Messenger chats, cross-posting to Twitter and expansive analytics. (See also: Facebook’s TBH Buy Is a Bet Against Snap: Cramer.)

Part of a Larger Digital Video Push

“On Facebook, creators can connect with more than two billion potential fans and collaborators, get to know their community, talk directly to fans with Live, and monetize with products like branded content,” said Facebook’s video product manager Chris Hatfield in a blog post Thursday.

Facebook promised the Creator app in June as part of a larger focus on building out the company’s digital video service. Earlier this year, founder and CEO Mark Zuckerberg launched Watch, a streaming TV service, committing to spend up to $1 billion per year on original video programming as tech giants such as Netflix Inc. (NFLX) and Amazon.com Inc. (AMZN) compete to grab a share of the booming market. At the same time, making video the focal point of Facebook’s future should work to drive engagement and thus advertising revenue on the platform as it competes with other social apps like Snap Inc.’s (SNAP) Snapchat, which is struggling to maintain interest from marketers.

The Creator app launched globally this week on iOS​ devices with plans to roll out on Android within the coming months. (See also: Apple, Amazon, Google, Facebook Still a Steal: MKM.)

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