As we noted yesterday, the Facebook NPE experimental team certainly does not waste time testing new tools, as it seeks to take advantage of the growing changes in the social sphere.
After launching the new CatchUp group phone calling application in the US earlier this week, the NPE team presented their latest experiment, a music collaboration application called Collab, which allows users to watch, record and remix. 15 second videos.
“Music is one of the most powerful creative outputs. With Collab, we use technology to help people discover creative superpowers by collaborating in creating original music videos from anywhere in the world. In light of so many people living around the world, we have accelerated this release. “
As already noted, Collabs allows users to mix three 15-second video clips to essentially create new music. Users can upload their own short recordings or scroll through them to discover existing clips, and then combine them to form new compositions.
“By creating a collaboration, you can publish it so that others can watch, mix and match it. You can also share your or other people’s creations on Instagram, Facebook Stories or any other platform with just a few taps. ”
A key element of the application is that users must download each individual segment, which other users can then search for using the swipe function when they begin to create their own fast track. In this sense, Facebook seems to be trying to use TikTok’s remix behavior, where duets and hashtag issues became central to interacting on the platform.
Indeed, the task of the Facebook NPE group — or “Experimenting with a New Product” —is to find ways to tap into growing usage trends to catch the next TikTok or Houseparty before it gets support in a competitor’s application. Until now, NPE’s experiments included creating memes, sharing music, and various options for private chat, which corresponded to increased user behavior, especially during COVID-19 locks.
Collabs seems to target TikTok’s engagement behaviors specifically, albeit more creatively, without engaging popular tracks to highlight trends.
Will it be effective? This is obviously impossible to say, but you would think that Collabs would have a more attractive niche, while a limit of 15 seconds also limits the ability to create real new tracks as such. But, nevertheless, this can be a fun option, and since more people are looking for distractions during COVID-19, it may appear just at the right time. The ability to share your creations through stories also provides a wider reach and adds potential for wider use in Facebook applications.
But then again, not everyone can access Collabs at the moment. Currently, the application is available by invitation only (you can join the waiting list here), although Facebook says it seeks to speed up access:
Facebook also warns that Collabs can be a little embarrassing as they work through the initial breaks.
And again, it’s interesting to note where Facebook looks in terms of growing trends and how it is trying to capitalize on the behavior popularized in other applications. So far, all NPE experiments seem rather limited in scope, but perhaps this is part of the process. Perhaps if Facebook can identify a few more niche use cases, along with the following key usage trends, it will be able to add tools designed for such purposes to its various applications to suppress more forms of potential competition before they even get a chance to take a flight.
One thing is certain, they do not leave a stone unturned – the NPE team has released seven new applications over the past six months. This can definitely help keep Facebook on top of the social heap.