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Facebook launches drop-in video chat Rooms to rival Houseparty
Facebook is co-opting some of the top video chat innovations like Zoom’s gallery view for large groups and Houseparty’s spontaneous hangouts for a new feature called Rooms. It could usher in a new era of unplanned togetherness via video.
Launching today on mobile and desktop in English speaking countries, you can start a video chat Room that friends can discover via a new section above the News Feed or notifications Facebook will automatically send to your closest pals. You can also just invite specific friends, or share a link anyone can use to join your Room.
For now, up to 8 people can join, but that limit will rise to 50 within weeks, making it a more legitimate alternative to Zoom for big happy hours and such. And more importantly, users will soon be able to create and discover Rooms through Instagram, WhatsApp, and Portal, plus join them from the web without an account, making this Facebook’s first truly interoperable product.
“People just want to spend more time together” Facebook’s head of Messenger Stan Chudnovsky tells me. One-on-one and group video calling was already growing, but “Now in the time of COVID, the whole thing is exploding. We already had a plan to do a bunch of stuff here [so people could] hang out on video any time they want, but we accelerated our plans.” There’s no plans for ads or other direct monetization of Rooms, but the feature could keep Facebook’s products central to people’s lives.
Choosing to create a separate and extremely prominent space for discovering Room above the News Feed reveals how seriously Facebook is taking this product. It could have marooned Rooms in a standalone app or made them just another News Feed post that’s timeliness would get lost in the algorithm. Instead, it was willing to push the feed almost entirely off the start screen beneath the composer, Rooms, and Stories. Clearly Facebook sees sharing, ephemeral content, and synchronous connection as more key to its future than static status updates.
Facebook Goes All-In On Video
The launch of Rooms comes alongside a slew other video-related updates designed to shore up Facebook’s deficiency in many-to-many communication. Messenger and WhatsApp now see 700 million people using audio and video calls each day, while Facebook and Instagram Live videos now reach 800 million people per day. Facebook already owns the many-to-one feeds and has emerged as a leader in one-to-many livestreaming, but “the middle piece needed way more investment” Chudnovsky says.
Here’s a rundown of the other announcements and what they mean:
- Virtual And 360 Backgrounds with mood lighting – Facebook will soon launch the ability to choose a virtual background to cover up what’s behind you on a video call, including 360 backgrounds that look different as you move around, plus mood lighting to make you look better on camera
- WhatsApp expands group calls from four to eight max participants – Encompassing larger families and friend groups makes WhatsApp a more viable competitor to Zoom
- Facebook Live With returns – It’s tough to be the center of attention for long periods, so being able to bring a guest on screen during Live calls keeps them interesting and low pressure
- Donate button on live videos – This makes it much easier for musicians, activists, and normal people to raise money for causes during the coronavirus crisis
- Live via audio only – With more musicians bringing their tours to Facebook Live, now you can listen while still going about your day when you can’t watch too or want to conserve data, and you can use a toll-free number to dial in to some Pages’ videos
- Instagram Live on web – You can now watch Live videos and comment from desktop so you can multi-task during longer streams
- Live on IGTV – Long live videos won’t have to disappear since they can now be saved to IGTV, encouraging higher quality Instagram Lives meant to last
- Portal Live – You’ll now be able to go Live to Pages and Groups from Portal devices so you can move around while streaming
- Facebook Dating Video Chat – Rather than going on a date where you have no chemistry, you’ll be able to video chat with matches on Facebook Dating to get a feel for someone first.
How To Use Facebook Rooms
Facebook strived to make Rooms launchable and discoverable across all its apps in hopes of blitzing into the space. You can launch a Room from the News Feed composer, Groups, Events, the Messenger inbox, and soon Instagram Direct’s video chat button, WhatsApp, and Portal. You’ll be able to choose a start time, add a description, and choose who can join in three ways.
You can restrict your Room just to people you invite, such as for a family catch-up. You can make it open to all your friends, who’ll be able to see it in the new Rooms discovery tray above the News Feed or inbox and eventually similar surfaces in the other apps. In this case, Facebook may notify some close friends to make sure they’ll see it. Or you can share a link to your Room wherever you want, effectively making it public.
Facebook apparently watched the PR disaster that emerged from Zoombombing, and purposefully built security into Rooms. The host can lock the room to block people from joining via URL, and if they boot someone from a Room, it automatically locks until they unlock it. That ensures that if trolls find your link, they can’t just keep joining from the web.
Naturally, Chudnovsky tried to downplay the influence of Zoom and Houseparty on Rooms. “We’re glad there are many other apps people can use when they want to see each other and stay close to each other. I don’t think we necessarily learned anything that actually became part of this product” he insisted. It’s also convenient that Rooms is essentially a non-exclusive video version of Clubhouse, the voice chat app that’s the talk of Silicon Valley right now
The Uncopyable Copier
Facebook has been quietly working on Rooms since at least 2017, exploring how to make group chats discoverable. It tried a standalone app for group video chat discovery called Bonfire that year. In fact, Facebook launched a standalone app called Rooms back in 2014 for anonymous forums.
The genius of this launch is how it combines three of Facebook’s biggest strengths to build a product that copies others but is hard to copy itself.
- The ubiquity of its messaging apps and web compatibility make Rooms highly accessible, without the friction of having to download a new app.
- The frequency of visits to its feeds and inboxes where Rooms can be found by the family of apps’ 2.5 billion users plus Facebook’s willingness to bet big by sticking Rooms atop our screen like it did with Stories could unlock a new era of spontaneous, serendipitous socializing.
- The social graph we’ve developed with great breadth across Facebook’s apps plus the depth of its understanding about who we care about most allow it to reach enough concurrent users to make Rooms fun by intelligently ranking which we see and who gets notifications to join rather than spamming your whole phone book.
No other app has all of these qualities. Zoom doesn’t know who you care about. Houseparty is growing but is far from ubiquitous. Messaging competitors don’t have the same discovery surfaces.
Facebook knows the real engagement on mobile comes from messaging. It just needed a way to make us message more than our one-on-one threads and asynchronous group chats demanded. Rooms makes video calls something you can passively discover and join rather having to actively initiate or be explicitly pulled into by a friend. That could significantly increase how often and long we use Facebook without the deleterious impacts of zombie-like asocial feed scrolling.
For more of this author Josh Constine’s thoughts on tech, join his newsletter Moving Product
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What happens if Magic Leap shuts down?
Since first uploading a YouTube teaser video of its tech five years ago, Magic Leap’s presence in the augmented reality industry has been controversial.
Some have lauded the team’s ambitions, while others I’ve talked to say the company’s posturing has dissuaded investors from taking chances on other AR hardware startups, which has hampered the industry’s advance.
Regardless of its impact, Magic Leap carries outsized weight, leading one to question what would happen to other AR companies if the company’s situation worsened.
The company announced layoffs today, with reports indicating that it is dismissing around 1,000 employees — about half of the company. Magic Leap’s added news of a major pivot to enterprise makes it seem like that wasn’t its primary strategy over the past year. From my perspective, the company looks like it is on a path to a fire sale and will be dependent on executing a dramatic turnaround, which grows tougher under current economic conditions.
Magic Leap has few users, so a theoretical shutdown would likely have a lesser impact than other unicorn flare-outs; still, losing a company on the forefront of a technology lauded by many as the next ubiquitous platform will certainly impact others that are striving to bring this tech to market.
The impact for startups moving forward would be nuanced. Without a substantial software suite of its own, Magic Leap relied heavily on developer partnerships, though in recent months many of those seemed to promote enterprise use cases. AR/VR startups are already in a rough position, and one less developer platform could force more companies to de-prioritize headset-based platforms and shift their focus to mobile.
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AWS and Facebook launch an open-source model server for PyTorch
AWS and Facebook today announced two new open-source projects around PyTorch, the popular open-source machine learning framework. The first of these is TorchServe, a model-serving framework for PyTorch that will make it easier for developers to put their models into production. The other is TorchElastic, a library that makes it easier for developers to build fault-tolerant training jobs on Kubernetes clusters, including AWS’s EC2 spot instances and Elastic Kubernetes Service.
In many ways, the two companies are taking what they have learned from running their own machine learning systems at scale and are putting this into the project. For AWS, that’s mostly SageMaker, the company’s machine learning platform, but as Bratin Saha, AWS VP and GM for Machine Learning Services, told me, the work on PyTorch was mostly motivated by requests from the community. And while there are obviously other model servers like TensorFlow Serving and the Multi Model Server available today, Saha argues that it would be hard to optimize those for PyTorch.
“If we tried to take some other model server, we would not be able to quote optimize it as much, as well as create it within the nuances of how PyTorch developers like to see this,” he said. AWS has lots of experience in running its own model servers for SageMaker that can handle multiple frameworks, but the community was asking for a model server that was tailored toward how they work. That also meant adapting the server’s API to what PyTorch developers expect from their framework of choice, for example.
As Saha told me, the server that AWS and Facebook are now launching as open source is similar to what AWS is using internally. “It’s quite close,” he said. “We actually started with what we had internally for one of our model servers and then put it out to the community, worked closely with Facebook, to iterate and get feedback — and then modified it so it’s quite close.”
Bill Jia, Facebook’s VP of AI Infrastructure, also told me, he’s very happy about how his team and the community has pushed PyTorch forward in recent years. “If you look at the entire industry community — a large number of researchers and enterprise users are using AWS,” he said. “And then we figured out if we can collaborate with AWS and push PyTorch together, then Facebook and AWS can get a lot of benefits, but more so, all the users can get a lot of benefits from PyTorch. That’s our reason for why we wanted to collaborate with AWS.”
As for TorchElastic, the focus here is on allowing developers to create training systems that can work on large distributed Kubernetes clusters where you might want to use cheaper spot instances. Those are preemptible, though, so your system has to be able to handle that, while traditionally, machine learning training frameworks often expect a system where the number of instances stays the same throughout the process. That, too, is something AWS originally built for SageMaker. There, it’s fully managed by AWS, though, so developers never have to think about it. For developers who want more control over their dynamic training systems or to stay very close to the metal, TorchElastic now allows them to recreate this experience on their own Kubernetes clusters.
AWS has a bit of a reputation when it comes to open source and its engagement with the open-source community. In this case, though, it’s nice to see AWS lead the way to bring some of its own work on building model servers, for example, to the PyTorch community. In the machine learning ecosystem, that’s very much expected, and Saha stressed that AWS has long engaged with the community as one of the main contributors to MXNet and through its contributions to projects like Jupyter, TensorFlow and libraries like NumPy.
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Facebook’s new Gaming app launches on Android, with iOS version coming soon
Facebook’s dedicated Gaming app is now live on Android, months before its planned June release. The social media giant pushed the app out two months prior to its scheduled unveiling amid a global pandemic that’s left people all over the world isolated at home, rapidly burning through entertainment options.
The New York Times announced the upcoming release in an exclusive over the weekend, noting that Facebook’s massive gaming investment has culminated in more 700 million of the sites’s 2.5 billion users actively playing games through the platform monthly. The launch of a devoted app is a clear next step for content that has, until now, been the domain of the site’s Gaming tab.
Social engagement is the focus for the app (naturally), which will be getting an iOS version at some point in the near future (pending Apple approval). “It’s entertainment that’s not just a form of passive consumption but entertainment that is interactive and brings people together,” the app’s head Fidji Simo told the paper, later adding, “We’re seeing a big rise in gaming during quarantine.”
Twitch and YouTube are among the biggest competitors for the app’s gaming Go Live streaming feature. Facebook has already has a massive platform in its own Live offering, which is currently seeing high levels of use as isolated users seek some manner of human connection during the COVID-19 shutdown. With Go Live, users can share gaming streams directly to their Facebook page.
Live streaming is the highlighted feature upon launching the app, while a second tab offers game discovery both through your friends’ activities and a by category breakdown. A final tab sports a chat platform.
The app’s arrival comes after a year and a half of testing in various markets, including Latin America and Southeast Asia. Gaming is launching without ad support, though Facebook tells the Times that it plans to monetize by taking commission off of “stars” — donations viewers send to streamers.
It remains to be seen how the Twitch/YouTube method will translate for a platform traditionally more focused on casual gaming titles like Words With Friends. Not all of the service’s attempts to spin off features as devoted apps have been successful, but the rushed timing could give the service an extra boost, as users seek out new forms of content and socializing during a global shutdown.
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Facebook launches an experimental app for messaging close friends via Apple Watch
Facebook’s internal R&D group has today launched a new app that lets you keep up with your close friends via your Apple Watch. The app is called Kit, or Keep in Touch, and works using a combination of QR codes and Facebook’s existing Messenger service.
According to Kit’s App Store description, you get started with the app by first scanning a QR code on your watch or by entering in an access code at fb.com/devices. You then select the Messenger contact you want to stay in touch with using Kit.
The app allows you to send a variety of messages with just one tap, including voice recordings, emoji, location sharing, scribbles and even dictation input — similar to how using iMessage from your Apple Watch works today. However, these messages are being sent over Facebook’s own Messenger service, not SMS or iMessage.
The new app also allows you to receive and respond to notifications and read your contact’s messages to you.
The idea behind the app is to allow users to stay in touch without having to pick up their phone, the App Store description explains.
While Facebook’s Messenger already offers support for Apple Watch, Kit is focused more on keeping up with close contacts only– a significant other, best friend, or family member, for example. That allows it to offer a different user interface and experience from Messenger on Apple Watch, where you have to navigate on a tiny screen to read and respond to your messages.
Kit is the latest from Facebook’s internal R&D division, NPE Team, which tests out new app concepts and rapidly iterates. So far, the NPE Team has put out a variety of new social apps like meme creator Whale, conversational app Bump, music app Aux, video app Hobbi, and most recently, Tuned, an app for couples. But only a few remain available today, as Facebook had said previously that the NPE Team apps that don’t find an audience will be quickly shut down.
To date, the NPE Team apps have launched new social experiences that weren’t tied to Facebook’s existing products. Kit, however, ties into Messenger — a move that could help it gain more of an audience, as it can tap into Messenger’s over a billion users. In addition, Kit could prove especially useful in the COVID-19 era, as people are trying not to touch their smartphones while out in public and wearing gloves. Instead, they could respond to critical messages from their close friends or family over Kit, without having to use their phone.
Kit is also notable for being the first of Facebook’s NPE Team apps to launch on Apple Watch.
Facebook doesn’t typically comment on its NPE Team experiments, and will instead point back to its original announcement that said availability would depend on the app.
According to data from Apptopia, the app hasn’t ranked yet on the App Store charts, as it’s still new. It appears to be only offered in Canada, at present.
Kit is a free download for iOS, but is for Apple Watch only.
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Layoffs are disproportionately impacting startup satellite offices
Layoffs have struck the startup world swiftly, hurting hospitality and travel startups, as well as recruitment and scooter companies. New data shows that some of those layoffs, brought on by COVID-19, might be disproportionately impacting satellite campuses.
By nature, satellite offices are secondary to a startup’s headquarters. Opening smaller offices is a strategic move when a company gets a fresh round of funding or wants to expand to a new market. We’ve seen satellite offices pop up in cities like Portland, Phoenix or Austin, which has satellite offices for Apple, Facebook and Oracle, for example.
While most layoffs are coming from companies whose headquarters are located in the main entrepreneurial hubs of the Bay area and New York, the actual staff members are located in the satellite cities, according to data from Layoffs.fyi, a tracker created by former Y Combinator grad Roger Lee.
EasyPost in San Francisco laid off 75 employees, nearly all in Salt Lake City and Louisville. U.K.-based Challenger bank Monzo laid off 165 customer support employees recently in Las Vegas.
Toast, based in Boston, laid off 1,300 employees, or 50% of its entire staff. Per Layoffs.fyi data, 12% of those layoffs were in Omaha, and another 10% were in Chicago.
KeepTruckin, based in San Francisco and last valued at $1.25 billion, laid off around 350 employees, and 33% of those employees were located in Nashville or Chicago.
These numbers are only a fraction of the total layoffs across the country, as Layoffs.fyi’s data set only includes publicly disclosed actions and tips. But even if the data is just serving as an anecdotal snapshot, it’s an important one to note.
What the data means
Once the economy does recover to a new normal, it’s unclear whether HQ cities or satellite cities will be in a better position to bounce back. We caught up with some investors in Boston, a top startup hub that has recently faced its own flurry of layoffs, to hear their thoughts.
According to Lily Lyman, a partner at Boston-based venture capital firm Underscore, satellite offices are often where a company might locate the sales, customer success and business development staff. Logistically, those roles are the most vulnerable as consumer activity slows. For a lot of businesses, there are no sales and deals to be done right now.
“[These roles are getting] disproportionately affected in [reduction of forces] as companies expect a slowdown on the commercial side,” Lyman said. “While a logical decision to extend the cash runway, it does come with the risk that this withdrawal can damage relationships with customers that may be hard to recover.”
Not everyone sees cuts hitting satellite offices the hardest. Michael Skok, another partner at Underscore, said that “in some cases, we’ve seen that satellite offices are established in emerging markets which come with cost savings, so these offices may actually be more protected in these times.” In other words, if you’re cutting costs, San Francisco employee expenses might be higher than Denver employee expenses by sheer nature of the former having exorbitantly high living costs. Revolution Ventures, which invests in startups in emerging tech scenes, said it has not heard about satellite office layoffs from its portfolio as of recently.
And finally, to put it crassly, layoffs in a non-HQ city might quell some of the negative signaling that founders and venture capitalists are trying so hard to avoid (well, most of them at least). Slimming down operations is becoming a proactive response, not a reactive strategy as the pandemic continues to evolve.
Today’s data reminds us that layoffs are rarely an isolated occurrence, and staff cuts appear to be landing harder on less robust tech ecosystems.
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Equity Monday: Two early-stage rounds, grocery delivery and SoftBank’s bill
Good morning friends, and welcome back to TechCrunch’s Equity Monday, a short-form audio hit to kickstart your week.
Before we jump into today’s show, don’t forget that the long-form Equity that started in the unicorn era and continue in today’s changed world still drops on Friday. We had a blast last week, so make sure to catch up.
That said, there was a lot to go over this morning, so let’s get into what we had to discuss:
- Global spend patterns are changing, helping some startups and slowing others. But notable in the mix is how well grocery delivery is doing; if the change will be enough to turn uncertain bets like Instacart into sure things, however, is not yet clear.
- Earnings are finally nearly here. We’ll see the big names start to disclose results next week. In the next three weeks or so we’ll hear from Apple, Microsoft, Facebook, Netflix and Spotify. The results will help us understand how the market is doing; and, by proxy, how startups are performing.
- Quoting from our script this morning: “Would it be great to know how startups are doing without resorting to our chronic use of public proxies? Yes. Any startup who wants to kick off that trend can send in reports of how their Q1 went and what they expect in Q2 and the other two quarters of 2020 to EquityPod@TechCrunch.com. That’s probably the easiest way to get your company on the show, so, please do write in with specifics.”
- We took a look at the latest rounds from Kargo and Pangea.app.
- Finally, SoftBank’s huge Vision Fund bill is coming due. I almost can’t believe these numbers. What a mess.
And that’s the show for today. Stay safe, and we’ll be back Friday morning to cap off whatever this week winds up becoming.
Equity drops every Monday at 7:00 AM PT and Friday at 6:00 am PT, so subscribe to us on Apple Podcasts, Overcast, Spotify and all the casts.
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Want to survive the downturn? Better build a platform
When you look at the most successful companies in the world, they are almost never just one simple service. Instead, they offer a platform with a range of services and an ability to connect to it to allow external partners and developers to extend the base functionality that the company provides.
Aspiring to be a platform and actually succeeding at building one are not the same. While every startup probably sees themselves as becoming a platform play eventually, the fact is it’s hard to build one. But if you can succeed and your set of services become an integral part of a given business workflow, your company could become bigger and more successful than even the most optimistic founder ever imagined.
Look at the biggest tech companies in the world, from Microsoft to Oracle to Facebook to Google and Amazon. All of them offer a rich complex platform of services. All of them provide a way for third parties to plug in and take advantage of them in some way, even if it’s by using the company’s sheer popularity to advertise.
Michael A. Cusumano, David B. Yoffie and Annabelle Gawer, who wrote the book The Business of Platforms, wrote an article recently in MIT Sloan Review on The Future of Platforms, saying that simply becoming a platform doesn’t guarantee success for a startup.
“Because, like all companies, platforms must ultimately perform better than their competitors. In addition, to survive long-term, platforms must also be politically and socially viable, or they risk being crushed by government regulation or social opposition, as well as potentially massive debt obligations,” they wrote.
In other words, it’s not cheap or easy to build a successful platform, but the rewards are vast. As Cusumano, Yoffie and Gawer point out their studies have found, “…Platform companies achieved their sales with half the number of employees [of successful non-platform companies]. Moreover, platform companies were twice as profitable, were growing twice as fast, and were more than twice as valuable as their conventional counterparts.”
From an enterprise perspective, look at a company like Salesforce . The company learned long ago that it couldn’t possibly build every permutation of customer requirements with a relatively small team of engineers (especially early on), so it started to build hooks into the platform it had built to allow customers and consultants to customize it to meet the needs of individual organizations.
Eventually Salesforce built APIs, then it built a whole set of development tools, and built a marketplace to share these add-ons. Some startups like FinancialForce, Vlocity and Veeva have built whole companies on top of Salesforce.
Rory O’Driscoll, a partner at Scale Venture Partners, speaking at a venture capitalist panel at BoxWorks in 2014, said that many startups aspire to be platforms, but it’s harder than it looks. “You don’t make a platform. Third-party developers only engage when you achieve a critical mass of users. You have to do something else and then become a platform. You don’t come fully formed as a platform,” he said at the time.
If you’re thinking, how you could possibly start a company like that in the middle of a massive economic crisis, consider that Microsoft launched in 1975 in the middle of recession. Google and Salesforce both launched in the late 1990s, just ahead of the dot-com crash, and Facebook launched in 2004, four years before the massive downturn in 2008. All went on to become tremendously successful companies
That success often requires massive spending and sales and marketing burn, but when it works, the rewards are enormous. Just don’t expect that it’s an easy path to success.
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“Content network effect” makes TikTok tough to copy
Many TikTok videos don’t start from scratch, so neither can its competitors. TikTok is all about remixes where users shoot a new video to recontextualize audio pulled from someone else’s clip, or riff on an existing meme or concept. That only works because TikTok’s had time to build up an immense armory of content to draw inspiration from.
Creators will find themselves unequipped trying to get started on TikTok copycats including Facebook Lasso, and Instagram Reels which is testing in Brazil. Direct competitors like Triller and Dubsmash are racing to build up their archives. YouTube Shorts, which The Information today reported is in development, only has a shot if Google lets users harness the 5 billion videos people already watch on YouTube each day.
This is the power of what I call “content network effect”: Each piece of content adds value to the rest. That’s TikTok.
You’re likely familiar with traditional network effect — ‘a phenomenon whereby a product or service gains additional value as more people use it.’ It’s not just the network itself that gains value, as the value delivered to each user increases too. Today’s top social networks are shining examples. The more people there are on Facebook, Instagram, or Twitter, the more people you can connect to, and the more material their relevance algorithms can draw on to fill your feeds.
If you had to choose between using two identical social networks, you’re probably going to pick the one with more friends or creators already onboard. Network effects raise the switching cost of moving to a different network. Even if it has better features, fewer ads, or less misinformation and bullying, you’re unlikely to leave a robust network behind and decamp to a sparser one. That makes scaled social networks difficult to Disrupt. All the top ones have been around for almost a decade or more.
Except for TikTok. The Chinese music/video app has managed to demonstrate a new concept of “content network effect”. In its case, each video uploaded to the app makes every future potential video more valuable. That’s because all the content on TikTok serves as remix fodder for the rest. Every song, dance, joke, prank, and monologue generates resources for other creators to exploit. It’s a bottomless well of inspiration.
Remixability, the ultimate creative tool
TikTok productizes remix culture by making it easy to “use this sound”. Tap the audio button on any video and it becomes yours. Click through and you’ll see all the other videos that use it. TikTok even offers a whole search engine for sorting through sounds by categories like Trending, Greatest Hits, Love, Gaming, and travel. Sometimes remixes are based on an idea rather than an audio. #FlipTheSwitch sees couples instantly swapping clothes when the light flicks off, and has collected over 3.6 billion videos across over 500,000 remixed versions of the video.
You can even duet with the original creator, sharing your video and theirs side-by-side simultaneously. A solo performance becomes a chorus as more duets are hitched together. Meanwhile, remixes of remixes of remixes provide an esoteric reward for hardcore users who recognize how a gag has evolved or spiraled into absurdity.
Other apps in the past have spawned video responses, hashtags, quote-tweets, surveys, and chain letters and other ways for pieces of content to interact or iterate. And there’s always been parodies. But TikTok proves the power of forging a social app with content network effect at its core.
Facilitating remixes offers a way to lower the bar for producing user generated content. You’d don’t have to be astoundingly creative or original to make something entertaining. Each individual’s life experiences inform their perspective that could let them interpret an idea in a new way.
What began with someone ripping audio of two people chanting “don’t be Suspicious, don’t be suspicious” while sneaking through a graveyard in TV show Parks & Recs led to people lipsyncing it while trying to escape their infant’s room without waking them up, leaving the house wearing clothes they stole from their sister’s closet, trying to keep a llama as a pet, and photoshopping themselves to look taller. Unless someone’s already done the work to record an audio clip, there’s nothing to inspire and enable others to put their spin on it.
TikTok’s archive vs the world
That’s why I wrote that Mark Zuckerberg misunderstands the huge threat of TikTok after the CEO told Facebook’s staff that “I kind of think about TikTok as if it were Explore for Stories”. Facebook and Instagram found massive success cloning Snapchat Stories because all they had to do was copy its features. Stories are autobiographical life vlogging. All you need are the creative tools, which Instagram and Facebook rebuilt, and people to share to, which the apps had billions of.
But TikTok isn’t about sharing what you’re up to like Stories that typically start from scratch since each user’s life is different. It’s micro-entertainment powered by content network effect. If TikTok competitors give people the same video recording features and distribution potential, they’ll still be missing the archive of source material.
Facebook’s Lasso looks just like TikTok but it’s failed to gain steam since launching in November 2018. Instagram Reels smartly copies TikTok’s remixing tools, but if the Brazilian tests go well and it eventually launches in English, it will start out flat footed.
When YouTube launches Shorts, as The Information’s Alex Heath and Jessica Toonkel report it’s planning to do before the end of the year, it will be buried inside its main app. That could make it impossible to compete with a dedicated app like TikTok that opens straight to its For You page. Its one saving grace would be if YouTube unlocks its entire database of videos for remixing.
Thanks to its position as the default place to host videos and its experience with searchability that Facebook and Instagram lack, YouTube Shorts could at least have all the ingredients necessary. But given YouTube’s non-stop failures in social with everything from Google+ to YouTube Stories to its dozen deadpooled messaging apps, it may not have the chef skills necessary to combine them.
[Postscript: Or maybe YouTube will be worse at cloning TikTok than anyone. Record labels and YouTube should understand that short videos promote rather than pirate music, as TikTok propelling Lil Nas X and many other musicians up the charts prove. But if YouTube ruthlessly applies Content ID and takes down Shorts with unauthorized audio, the feature is dead in the water.]
Other social networks should consider how the concept applies to them. Could Facebook turn your friends’ photos into collage materials? Could Instagram let you share themed collections of your favorite posts? Remix culture isn’t going away, so neither will the value of fostering content network effects. With video consumption outpacing professional production, remixes are how the world will stay entertained and how amateurs can contribute creations worthy of going viral.
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Facebook Messenger preps Auto Status location type sharing
Facebook Messenger could soon automatically tell your closest friends you’re at the gym, driving or in Tokyo. Messenger has been spotted prototyping a ported version of the Instagram close friends-only Threads app’s Auto Status option that launched in October.
The unreleased Messenger feature would use your location, accelerometer and battery life to determine what you’re up to and share it with a specific subset of your friends. But instead of sharing your exact coordinates, it overlays an emoji on your Messenger profile pic to indicate that you’re at the movies, biking, at the airport or charging your phone.
It’s unclear if or when Messenger might launch Auto Status. But if released, the feature could become Facebook’s version of the AOL Away Message, allowing people to stay in closer touch without the creepiness of exact location sharing. It might also help people coordinate online or offline meetups by revealing what friends are up to. Auto Status creates an ice breaker, so if it says a close friend is “at a cafe,” or “chilling,” you could ask to hang out.
Back in 2016, I wrote about how exact location sharing had failed to become mainstream because knowing where someone is doesn’t tell you their intention. What matters is whether they’re free to interact with you, which none of the social networks offered.
A few products, like Down To Lunch and Free, came and went in the meantime. Snapchat’s Snap Map and its acquisition of Zenly both doubled down on precise location sharing, yet still we’re often stuck home wondering if anyone we care about is similarly bored and might want to hang out.
Facebook has been experimenting in this space since at least early 2018, when its manual Emoji Status was spotted. That allowed you to append an emoji of your choosing to your Messenger profile pic. Then in October, Facebook introduced Auto Status, but only in the Instagram side-app Threads.
Some users were initially creeped out by the idea of Facebook relaying battery status. But Instagram director of Product Management Robby Stein explained to me that because you might not respond to a message if your phone goes dead or is left on the charger, it’s useful info to relay to friends who might be wondering what you’re doing.
Then earlier this month, reverse engineering master and constant TechCrunch tipster Jane Manchun Wong revealed a new, unreleased version of Emoji Status hidden in Messenger’s Android code. Then today, Wong showed off how she similarly spotted Facebook trying to port Auto Status to Messenger. That would bring the feature to more than one billion monthly users compared to the relatively small base for Threads.
With Auto Status, you can “Let specific friends see what you’re up to as you go about your day. Share location info, weather, and more, even when you’re not in the app.” Auto Status is only visible to a special list of friends you can change at any time, similar to Instagram Close Friends. And the feature shares “no addresses or place names. Just types of locations, like “at a cafe.” Movement (driving, biking, walking), venue (at the movies, airport), cities (in Tokyo) and battery status (low battery, charging) are some of categories of what Auto Status shares.
A Facebook Messenger communications representative confirmed to TechCrunch that the Auto Status feature was being prototyped by Messenger, noting that “We’re always exploring new features to improve your Messenger experience. This feature is still in early development and not externally testing.” The company also tweeted the statement.
One of the biggest unsolved problems in social networking and messaging remains knowing whether friends are free to chat or hang out without having to ask them directly. Reaching out at the wrong time only to be ignored or rejected can feel awkward or intimidating, and can discourage connection later. But if you have a vague idea of what a close friend is up to, you can more deftly plan when to message them, and be more likely to get to spend time together in person or just online.
That could be a cure to the loneliness that endless feed scrolling by ourselves can leave us feeling.
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