Facebook Deborah Liu F8 2015
Deborah Liu, product manager for platform monetization at Facebook, speaking at the company's 2015 F8 developers conference in San Francisco. Courtesy: Facebook

With embedded videos, Facebook takes aim at YouTube

Facebook said on Wednesday that videos published on its social network can now be embedded elsewhere on the Internet, making it easier for content hosted on its platform to be visible outside its namesake network.

The company (fb) made the announcement at its annual F8 developers conference in San Francisco. Deborah Liu, a Facebook product marketing manager, told an audience of software developers that publishers, bloggers, and other content creators can immediately use a provided embed code to publish Facebook-hosted video on websites—a clear shot across the bow of Google (goog), which owns YouTube, the dominant host of Internet video.

Liu also debuted a new plugin that synchronizes comments that users make on other websites with their Facebook pages, meaning that comment threads embedded on outside websites will also appear within Facebook. The company said the new feature will make it easier for brands to track conversations while also potentially pulling in a wider audience due to the fact that the comments threads will be viewable in multiple locations. The new feature is in early testing with a handful of publishers, Liu said, including BuzzFeed and The Huffington Post.

The F8 conference will continue through March 26.

Facebook embedded video BuzzfeedA Facebook embedded video on Courtesy: Facebook/Buzzfeed 

More coverage of this year’s F8 conference:

Facebook will support ‘spherical videos’ in News Feed

Facebook debuts Messenger Platform, will support third-party apps

Facebook's app-building platform Parse will expand to 'Internet of things'

For more on Facebook, watch this video:

All products and services featured are based solely on editorial selection. FORTUNE may receive compensation for some links to products and services on this website.

Quotes delayed at least 15 minutes. Market data provided by Interactive Data. ETF and Mutual Fund data provided by Morningstar, Inc. Dow Jones Terms & Conditions: S&P Index data is the property of Chicago Mercantile Exchange Inc. and its licensors. All rights reserved. Terms & Conditions. Powered and implemented by Interactive Data Managed Solutions