Facebook experiments with new meme app for teens

Anne Freier | November 21, 2019

App Business

Facebook’s New Product Experimentation (NPE) team has recently launched a new app for teens which lets them make memes.

Called Whale, the app has been rolled out for Canadian users.

Whale can be used to create memes using simple templates and tools. Whale’s description on App Store reads:

“No distractions, no hidden subscription pricing. Use your own images or choose from our stock photo library and get creative with text, tools, effects, and more right inside the app.”

Using Whale is easy: users pick an image as a template – their own or one from a stock library. They then add text, emojis and filters. Images are shared to social networks directly from the app.

The NPE division, headed by Jason Toff, previously of Vine, has already produced apps like AUX for listening to music, and Bump – a chat app.

It’s basically Facebook’s attempt to get in with a younger crowd. The social network has been losing young users to popular apps such as Snapchat and TikTok.

Whale could be the new Giphy which apparently has some 300 million daily active users.

But it remains to be seen whether Whale can be the hit app Facebook is hoping to score.

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