Facebook launched a matchmaking system Tuesday to cultivate partnerships between advertisers and video creators as the social media company tries to compete with variety video rival YouTube.

Some advertisers have tested the Brand Collabs Manager, which identifies video makers that may be good fits for product placement or endorsement deals.

Facebook also said it was allowing more content creators to run ad breaks in longer videos, and offer subscriptions for $4.99 a month to fans. Subscribers receive perks, such as exclusive behind-the-scenes footage.

Facebook is not keeping a cut of partnerships or subscriptions during testing, and it is uncertain about eventual fees.

Both Facebook and YouTube are racing to attract high-quality content, which would help them win over the $200 billion spent annually on TV advertising globally.

Facebook is also testing how to promote new videos as "live events" that could become big destinations for advertising.

Separately, Facebook unveiled on Tuesday polling and quizzing features for anyone to produce game shows.