Facebook focuses on conversation quality with Branch buy

The world's largest social network wants to improve the content you see in your News Feed, and that includes discussions.

If one of your crazy relatives has ever posted an epic political rant on Facebook, you know that conversations on the social networking site can quickly spiral out of control. You can't take a conversation elsewhere--like off your relative's page, for instance--or start your own subthread. But Facebook has just bought social discussion start-up Branch with an eye toward developing a new product that will--hopefully--change how we talk to each other on Facebook.

Branch founder Josh Miller announced Monday that his eight-person team will join Facebook to form a New York-based Conversations group. The group's mission: "Build Branch at Facebook scale," Miller wrote in a Facebook post. Branch is a private conversation platform that launched in mid-2012 as a way of spinning Twitter banter off into longer, more serious discussions. The invitation-only platform allows users to control the conversations they start, a feature that would be useful on Facebook.

Last year, Branch launched a website and iOS app called Potluck, a self-described "stress-free social network" that lets you post and comment on links. That's it. The app is designed to serve up bits of news and let you meet new people "without being creepy," Miller said at Potluck's launch last June.

Branch and Potluck are about having conversations with friends and with strangers based on thoughtful discussion topics or interesting bits of news. Facebook is trying to diminish the popularity of listicles and memes and boost the quality of the content you see in your News Feed. The social network is also encouraging its users to be more public, removing the option to be hidden in search results and allowing news organizations to embed public conversations on their own sites.

Branch has experience luring news organizations to its platform, and Potluck is built on the concept of sharing news on a mobile app, which both fit nicely with Facebook's current mission. Miller said both services "will live on outside of Facebook," but that doesn't seem very likely given Facebook's track record of bringing its acquisitions entirely into the fold (except, most notably, for Instagram).

Miller said more details about Branch's role at Facebook are forthcoming.

More Facebook news

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

looking for the best quality of SMM Panel ( Social Media Marketing Panel ) is a website where People Buy Social Media Services Such as Fa...

Kavin kyzal

How to manage social media during Covid-19

Read more

Thank you for sharing your knowledge. Definitely bookmarked for future reading! Check this website https://a2designlab.com/ with lots of ...

Pierce Fabreverg

Study: Gen Z are huge opportunity for brands

Read more

Thanks for sharing. You might want to check this website https://lagimcardgame.com/. An up and coming strategic card game wherein the cha...

Pierce Fabreverg

Board games distributor partners with Deliveroo in business strategy pivot

Read more

Such an important campaign, dyslexia certainly need more awareness. Amazing to see the work Code Read is doing. On the same note we are a...

Hugo

New campaign aims to build understanding around scope and impact of dyslexia

Read more

Great Job on this article! It demonstrates how much creativity, strategy and effort actually goes to produce such unique logo and brandin...

Pierce Fabreverg

Does your brand need a personality review? - Brand vision - CMO Australia

Read more

Blog Posts

A few behavioural economics lesson to get your brand on top of the travel list

Understanding the core principles of Behavioural Economics will give players in the travel industry a major competitive advantage when restrictions lift and travellers begin to book again. And there are a few insights in here for the rest of the marketing community, too.

Dan Monheit

Co-founder, Hardhat

Predicting the Future: Marketing science or marketing myth?

Unicorns, the Sunken City of Atlantis, Zeus: They are very famous. So famous in fact, that we often think twice about whether they are real or not. Sometimes if we talk about something widely enough, and for long enough, even the strangest fiction can seem like fact. But ultimately it is still fiction - stories we make up and tell ourselves over and over until we believe.

Kathy Benson

Chief client officer, Ipsos

Winning means losing in the game of customer retention

At a time of uncertainty and economic hardship, customer retention takes on much greater importance. CX Lavender’s Linda O’Grady examines the big grey area between ‘all’ and ‘best’ customers when deciding who is worth fighting for and how.

Linda O'Grady

Data Strategy Partner & Business Partner, CX Lavender

Sign in