Apparently, we’re moving closer to a world where individuals can pay to make sure their friends see their witty status update or cute engagement photo. Today Facebook announced that they are expanding their Promoted Post for People test to the U.S.
As long as you live in the U.S. and have less than 5,000 friends, you should see a “promote” option appear next to the “like,” “comment” and “share” buttons on your posts. Clicking “promote” will take users to a payment option where they can enter a credit card or use PayPal.
“Every day, news feed delivers your posts to your friends. Sometimes a particular friend might not notice your post, especially if a lot of their friends have been posting recently and your story isn’t near the top of their feed. When you promote a post – whether it’s wedding photos, a garage sale, or big news – you bump it higher in news feed so your friends and subscribers are more likely to notice it,” says Facebook in a blog post.
Once you pay to promote a post, it will appear in your friends’ news feeds as “Sponsored,” just like a business page’s post does. As the promoter, if you hover over the sponsored link you can see feedback from Facebook. It will show you a comparison between how many regular views the post has received versus the amount of paid views. It will also say something to the effect of “Promoted Posts stay higher in news feed to help people notice them. so far, your post has had X times as many views because you promoted it.”
As for the price, Facebook doesn’t specify. In house, we’ve seen a promotion go for $7.00. In previous tests, we’ve seen the price at $6.30, and even much higher (like $16.00). Since this is still technically a test, Facebook will probably mess around with the cost in order to find the sweet spot that both generates revenue and attracts the most play from users.
And now, the U.S. is the next big testing block. It will be interesting to see how many users will pay to promote their own statuses, photos, events, etc. There are definitely situations where it would pay to promote a post. For instance, “Hey, my band is playing Friday night,” or “Yay, he just proposed!”
But the fact that an actual individual’s post could be marked as “sponsored” displays a little bit of narcissism to other users. And $7 is pretty steep, no matter how much of a reach advantage the promotion gives you.
Facebook is once again testing the self-absorption and inherent narcissism of its users by allowing them to pay to make sure their witty statuses and clever amateur photography reach the maximum number of friends. Once a limited test, Facebook has confirmed that they are expanding the option for users to pay to promote posts.
“We are expanding a test that started last May that enables people to pay to promote a status update so that more friends may see it in their news feed. We’re constantly testing new features across the site. This particular test is simply to gauge people’s interest in this method of sharing with their friends,” said Facebook in a statement.
Back in May, the feature was called “Highlight” and was only tested on a small batch of users in New Zealand. At that time, images of the feature showed a price of around $2, payable through PayPal or credit card. “Highlight an important post,” it said. “Make sure friends see this.”
Of course, Promoted Posts for Pages popped up between then and now. Promoted Posts allow brands to pay to promote their statuses, photos, videos, offers, and questions to a larger percentage of their fan base. The more they pay – the more people eventually see the post.
And it looks like Facebook’s “Highlight” feature has turned into “Promoted Posts for users.”
As you can see, the new option brings up a box that asks users to “Promote an important post.” IT goes on to say that “now you can promote and bump your important news, links, and photos higher in news feed.”
Only this time, it looks like the price has jumped significantly:
This video shows Promoted Posts for users charging a little over 3 Euros.
Of course, Facebook tests new features all the time and only a fraction of them ever come to fruition. But the fact that this product has been around for a few months and has received an extra push from Facebook means that the company is definitely considering it, if initial user reaction is strong. In May, I said that this feature could be profitable for Facebook, considering people really want to make their voice heard. Then again, I’m not sure that the average Facebook users really understands that their posts are only reaching a certain amount of their friends on an everyday basis. Those people may not see the need to “promote” anything.
What do you think? Would you pay to promote a post?
We already know that world of Facebook in some way mirrors the offline world – especially for kids. On Facebook, you can still get that daily dose of embarrassment, rejection, isolation, and inane bickering that has been a part of offline life for hundreds of years. Now, Facebook is testing a new feature that would make it conform to another standard truism of high school clique-dom: The one that says the rich kids are usually more popular.
The feature is called “Highlight,” and it allows users to highlight “important posts” in order to make sure more friends see it.
Although similar in functionality to Facebook’s Sponsored Stories program for brands (where companies can pay to promote already-existing stories for increased visibility), the new Highlight feature isn’t for brand pages – it’s for you, the average user. Not seeing enough likes on one of your witty statuses? Highlight it. Have an important announcement to make and want the right people to comment on it? Highlight it. Fishing for compliments through copious amounts of vaguebooking? Highlight that sucker.
Stuff first spotted the test, (which is currently going out to a small percentage of users in New Zealand). They said that users were being prompted with the box you see above to highlight statuses and photo uploads with a yellow background. Josh Constine at TechCrunch later said that the highlighted posts are not actually yellow-backed.
Facebook’s statement?
We’re constantly testing new features across the site. This particular test is simply to gauge people’s interest in this method of sharing with their friends.
As you can see from the fun little credit card icons in the above image, “highlighting” your witty status probably won’t be free. Test users are seeing credit cards and PayPal as options for payment, but not Facebook credits. Apparently, there is a free version of Highlight floating around out there – which is allowing Facebook to gauge interest in the possible feature.
From a business standpoint, Highlight is just another way to monetize Facebook. Does it play on people’s inherent narcissism? Sure. Is it rewarding the rich while taking from the poor? Absolutely! Could it be successful? Possibly.
Let’s be honest, there could be a backlash. Although most users know that not all of their friends are seeing all of their posts (about 12%, in fact), people feel that when they update their status, they have just as much of a chance of getting seen as anyone else. Facebook’s algorithm shows you posts in your news feed based on who your best friends are and how much action those posts are getting (likes, comments, etc.). But when you post a cool status, in theory, it’s on the same level (at least at the beginning) as everyone else’s. Highlight throws fairness out the window in a way. Want to piss people off? Make them feel like they’re not getting a fair shake.
But then again, enough of the Facebook population is self-absorbed enough to love this feature (I mean they’re on Facebook, right?). If you think a newly-engaged girl wouldn’t pay two bucks to make sure all of her girlfriends see that obligatory bling-ring photo, you’re crazy.
So, what do you guys think? Let us know in the comments.
Ambient social networking is taking the world by storm as startups such as Highlight are beginning to resonate with people. In case “ambient social networking” is new to you, it is a location phenomenon that runs silently in the background on mobile devices and notifies users if friends or acquaintances enter their vicinity.
“It seems like a subtle thing, but the impact of this new technology is quite profound,” said Paul Davison, CEO and founder of Highlight.
As he explained to us, users have been sharing actively by posting a pictures and statuses for a long time. This new concept, which is also known as social discovery, allows users to share passively, which has not been possible before.
“All of a sudden, for the first time in history, we can take a little profile of ourselves and just sort of emit it from our phone, wherever we go,” said Davison. “It’s gonna have a profound impact on how we learn about each other and socialize in the real world.”
With ambient social networking the hot new trend, and Highlight emerging as the leader in the space, speculations are starting to spread as to whether it could be the next Twitter or Foursquare. Davison told us that, since it adds a new connectivity to the world and helps to create friendships and partnerships, Highlight could very easily be the next big social service.
“If you build this product the right way, you can build something that almost anyone in the world will find tremendously useful,” he said. “It has the potential to be a very big thing.”
Could Highlight be the next Twitter or Foursquare? Let us know.
Ambient social networking really took off at SXSW this year, and Highlight specifically, seemed to steal the show. Davison told us that, although it was challenging to build the product, it was rewarding to see how people are finding so many different ways to use it.
For instance, one man was able to hitch a ride to Austin for SXSW after connecting with someone on Highlight. Other people have found that Highlight has helped them connect with old friends and even close business deals.
At this point, Davison said the app is more about serendipity. But, he believes as smartphones become more ubiquitous and battery life and other technologies improve, consumers will find daily uses for the service.
Highlight doesn’t have a lot of features, and Davison told us he hopes to keep it this way. His vision is to keep it simple like the Google search box, so that users can be assured that it will always work.
Like many other startups, Davison told us that monetization is not a priority for Highlight right now. He said he is confident that it will be able to be profitable but that the current focus was on reaching critical mass.
While ambient social networking apps are similar to check-in services like Foursquare, Davison said they each serve different roles. He said Foursquare is more focused on connections between people and places whereas Highlight emphasizes people-to-people connections.
Foursquare’s CEO Dennis Crowley, however, has admitted that check-in services have lost some of their initial appeal and that he has plans for evolving the product. Although this could mean that Foursquare is going to break into ambient social networking as well, Davison still believes there will be room for both players.
It’s clear that many people are fascinated by the cool elements of Highlight and other ambient social networks, but it’s also clear that some are finding them creepy. In fact, Mashable’s Pete Cashmore even called them the “scariest tech trend of 2012.”
“The potential problem should be obvious: Privacy. This new generation of apps broadcasts your location at all times to friends — and in many cases to people you don’t even know. The physical distance at which alerts are sent varies, but some app developers propose that being in the same city as a contact would be enough to trigger a message.”
For Highlight in particular, Davison told us that privacy concerns are taken seriously. For starters, the app is opt-in only, and it doesn’t scrape other sites for information. It is also only available through Facebook in order to verify real identity. In addition, the Facebook integration lets users control who sees what, whether it be friends of friends, friends only, etc.
“If you want to build a successful product in the space, you really have to earn people’s trust,” Davison pointed out.
In response to the “creepy” factor, he said that anytime a new social app is introduced, the privacy alarms that people have are a “natural reaction.” He said that if people didn’t raise concerns about new technology, he would be worried.
It’s a completely new concept, but once the early adopters and influencers convince their friends to try it, the service often becomes mainstream. This, of course, is what happened with Facebook, Twitter, Pinterest, and many other popular social apps.
People such as Robert Scoble and Chris Brogan are the type of influencers that have the power to sway users toward these trends. Incidentally, Robert Scoble actually gave a promising prediction for Highlight in a blog post he recently wrote:
“I predict that a company in this field will be a multi-billion-dollar company in market cap within four years. I’m betting it’s Highlight, but who knows? That’s what makes this industry fun, the whole thing could change by Friday and probably will.”
Although a Scoble endorsement is very significant, he’s wise in saying that time will be the true indicator of what will come of Highlight.
How do you feel about ambient social networking and Highlight? Is it a trend you’re open to try? Let us know.
There’s a new trend in social media and application development, and it’s called “social discovery”. If you haven’t already heard the term a lot, you will soon. SXSW is famously an event where a lot of startups get to make their first major marks on the world. Some fizzle out. Some are Twitter. Quite a few are betting on the “social discovery” element as the next big thing. Some might simply find the whole thing a little too creepy. On the other hand, some find Google and Facebook creepy. Either way, the trend is here, and of course, there are always opportunities for businesses to take advantage.
Are you comfortable sharing personal information with people who happen to be nearby? For some of these apps that is essentially the founding principle. Tell us what you think.
The concept of social discovery is not really new. You might say it’s been a valuable part of social networks for years, and an area where some of them have improved as time has gone on. Early location-based services like Foursquare have gone on to improve the discovery part of the equation overtime. I’d say Facebook will be getting better in this department as it recently acquired one such service in Gowalla. The Gowalla team is said to be working on the Timeline feature, so that could play a big role in Facebook’s “social discovery” strategy. The Open Graph apps are certainly key.
Wikipedia’s description of a social discovery platform indicates it as one that lets users search for other users, either by physical location or by other criteria (age, name, interests, gender, etc.). Under that definition, you could include sites like Pinterest and its clones, but the physical location part seems to be more connected to the broader trend, particularly at SXSW.
Uberlife’s focus is extending online connections into the real world. It’s been available in the UK since January, but just launched here in the U.S. WebProNews interviewed CEO Sanchita Saha about the service, which she says sets it self apart from others that focus more on people discovery. “Uberlife is more about groups of people,” she says.
She says where Google+ hangouts are about hanging out online, Uberlife is more about finding groups of people to hang out with offline. “At the moment, we have no people discovery in our network. You can download the app and find out what hangouts are happening near me. What are people meeting up about around me? And that could be hangouts based around interests. It could be around a gig that you really want to go and see that’s going on nearby, and you really want to find a bunch of people to go to that with.”
You can sign up through Facebook or Twitter. It looks at your Facebook likes.
Privacy
Privacy may be an issue with some users, though they should be aware of that going in. Uberlife, for example, says it will implement features in the future that let only your friends connect with you, but right now it’s totally open. That might be a little creepy to some, and that is likely an obstacle a lot of these kinds of apps will face in terms of growing adoption.
“Right now, there is certainly an element of human nature,” where some may resist joining in hangouts, admits Saha. Particularly the more personal ones. But still, anyone in the Uberlife community can join hangouts that are going on around them.
Brands
There may be some big opportunities for brands to capitalize on this social discovery trend. Really, we’ve already happening to some extent over recent years with the rise of smartphones, and apps like Foursquare, Yelp, Urbanspoon, and even Google Places. But that goes for this new crop as well. Saha says food, drink and clothing brands have already approached the company, as well as some bands (a natural fit for such an app).
“We’ve yet to have one actually creata a hangout,” Saha says of brands. “But their interest is around being able to engage their customer base offline – or to mobile their customer base offline, in really a fun, spontaneous way that’s great for things like flash mob events.”
The main interest, she says, for brands, is that when you create a hangout, the attendee can check in, upload photos, etc. and share that stuff through Facebook and Twitter. It’s about connecting customers with each other as well, which could be helpful for the brand in the long run.
More social discovery apps
Highlight would be another one of the new apps that’s getting a lot of buzz around SXSW. This one calls itself “a fun, simple way to learn more about the people around you”. As my colleague Mike Tuttle wrote about it, “stalkers of the world rejoice.”
“If someone standing near you also has Highlight, their profile will show up on your phone,” the official description continues. “You can see their name, photos of them, mutual friends, and anything else they have chosen to share. When you meet someone, Highlight helps you see what you have in common with them. And when you forget their name at a party a week later, Highlight can help you remember it. As you go about your day, Highlight runs quietly in the background, surfacing information about the people around you. If your friends are nearby, it will notify you. If someone interesting crosses your path, it will tell you more about them.”
Highlight has been around for a little while, but it just got an update, which it being touted around SXSW. The new version tells you when people in your timeline are “still nearby”. This way, users can catch each other before they get away.
Another social discovery app, Sonar, has been available for iOS, but is now launching on Android. It’s another one designed to get users to connect with people around them. The word creepy has been tossed around with Sonar for the better part of a year.
Similarly, Glancee touts itself as a way to “discover and connect with new interesting people around you,” though interestingly, it also throws “safe” into its description. Not a lot of additional explanation is given on that note, however.
Glancee’s been around for a bit too. As has Banjo, which has a new update. Banjo alerts you about your friends when they’re nearby.
Another app, Kismet, promises to help you “easily meet new people in the real world. “We’ll tell you who you should meet, why you should meet them, and who you know in common.”
In terms of privacy, you have to think about this stuff before you start using any of these apps. If you’re not comfortable with people near you knowing about you, you probably shouldn’t be using the services. Since this is generally the main purpose for such apps, it shouldn’t be that big of a deal, because there should be this understanding going in. Of course the “cool” factor can sometimes trump common sense, and that’s not to say there is no value to be gained from “discovering” new friends, if your’e the social type. It’s not as if this is a new concept. It used to be called going out to the bar and striking up a conversation. Of course, that didn’t always end well for everyone either.
Beyond privacy, users could simply be setting themselves up for inconvenience. It probably depends on how much of a social butterfly you are. Sometimes you may want to go to a place and not have to “stop and chat” with someone who you may or may not already be friends with, just because you’re nearby.
Regardless of how you feel about these types of apps, having attended the last two SXSW Interactive events, I can tell you, the event is a perfect testing ground for this kind of thing. Austin is basically one big party, with a whole lot of things to do, great places to eat and drink, and lots of people with similar interests (of a wide variety) to hang out with.
In fact, it may give some of these apps to a misleading start, as the SXSW crowd is in this mindset. The real test will be how well such engagement holds up back in the real world when everyone goes back to their day-to-day lives.
That goes for the Game Developers Conference in San Francisco, as well (while maybe not to the party extent of SXSW), where TheLoop chose to announce its new social networking site, which it describes as as “a new social discovery and broadcast network.” They chose to launch at GDC, because they are reportedly seeking app developers to create content for a new site, rather than “overly-saturated existing platforms.”
But it just goes to show that “social discovery” is the big buzz word, and a major area of focus for startups these days.
SXSW is credited with the launches (or at least big coming out parties) of both Twitter and Foursquare. Will one of the new crop of “social discovery” similarly get its big break at the event this year? Can such a service have such an impact? What do you think?
One of today’s hot topics at SXSW is “ambient social networking”. And the charge in that area is led by the new location-based social app Highlig.ht. Here is what Highlight tells us about their product:
Highlight is a fun, simple way to learn more about the people around you.
If someone standing near you also has Highlight, their profile will show up on your phone. You can see their name, photos of them, mutual friends, and anything else they have chosen to share. When you meet someone, Highlight helps you see what you have in common with them. And when you forget their name at a party a week later, Highlight can help you remember it.
As you go about your day, Highlight runs quietly in the background, surfacing information about the people around you. If your friends are nearby, it will notify you. If someone interesting crosses your path, it will tell you more about them.
Highlight gives you a sixth sense about the world around you, showing you hidden connections and making your day more fun.
The point of highlight is to connect people, not just by location, but by interests. Highlight connects with your Facebook account. There is currently no other option to sign in to Highlight but via Facebook. The developers say this is necessary for three reasons (quote from the app itself):
1) It makes it super fast to sign up and create a Highlight profile.
2) It allows you to see what friends you have in common with other Highlight users.
3) It helps ensure that people are using their real identities.
Allow me to insert an opinion here. If your product has no other way to login but via Facebook, you need to call your product what it is: a Facebook app. I do not allow access to my Facebook wall, info or posts. That is mine. If I have to allow you to do what you like in my Facebook account in order to use your product, forget it. I managed to get a Pinterest invite in the days when you could just use a login name. Otherwise, no Pinterest for me. Call me a Luddite. I am not a sharer, I am not a consumer. Until Highlig.ht goes to open login with much more control over who I am interacting with, they can keep it. I deleted the app.
As he explained to us, users have been sharing actively by posting a pictures and statuses for a long time. This new concept, which is also known as social discovery, allows users to share passively, which has not been possible before.
