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Facebook won't retreat from Stories as it adds desktop posting

Facebook won't retreat from Stories as it adds desktop posting
From TechCrunch - January 18, 2018

Facebook Stories might feel redundant because 300 million people use its other Snapchat clones on Instagram and WhatsApp. But Facebook is convinced that the narrative, ephemeral, camera-first format is the future of sharing and advertising.

So despite criticism and a slow start for traction, Facebook is doubling down on Stories by testing the ability to create them from desktop, and a much more prominent placement for viewing Stories atop the News Feed instead of in the sidebar.

We are always working to ensure people can easily navigate and enjoy Facebook, regardless of how they connect, a Facebook spokesperson tells me. We are testing the option to create and share Stories from Facebook on desktop and are also testing moving the Stories tray from the top right corner to above News Feed, just like on mobile. Previously you could only consume Stories on web that had to be created on mobile. For now, a small percentage of users will see this new posting ability and design.

All aboard the Stories train

Brands, Event promoters, and Group admins who manage their Facebook presence from desktop might embrace Stories more now that they can post from there, too. Collaborative Stories, where Group members and Event attendees can all contribute, are one of the most exciting opportunities for Facebook Stories.

But the company has to be careful that brands dont drown out friends Stories, but thats one of the advantages of algorithmically filtering the slideshows that disappear in 24 hours. Expect Facebook not to make the same mistake it made allowing professional publishers to overwhelm the News Feed, which its now walking back in a massive change to its content ranking strategy.

Advertisers might also be more comfortable getting aboard Stories thanks to desktop access. Digiday reports Facebook is building an augmented reality team in London to help it pitch sponsored AR filters to advertisers, similar to how Snapchat monetizes beyond injecting traditional display ads between Stories as Facebook does on Instagram.

Stories are critical to Facebooks AR future

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