Facebook’s recently launched app, Hobbi, has been closed. The app revolves around short content creation experiments on personal projects, hobbies and other Pinterest-y content. The app first landed on iOS in February, which was one of multiple releases by the NPE team in Facebook’s internal research and development department.
Hobbi users have been notified via push notification that the application will be closed on July 10, 2020. The application allows users to export their data from their settings.
According to Sensor Tower estimates, Hobbi has only received 7,000 downloads in the US App Store in the past few months. Apptopia also reported that the application has less than 1
Although Hobbi apparently got some tips from Pinterest, it is not designed to inspire. Instead, Hobbi users can organize photos of their projects in a visual diary, such as gardening, cooking, handicrafts, decoration, etc. The purpose is to record the progress of the project over time and add text to describe the steps as needed.
The end result will be a highlight of all these steps that can be posted externally when the project is completed.
But Hobbi is a fairly naked application. There is nothing more than recording your own project. Except for some examples, you cannot browse and watch projects created by other users, nor can you track the main users in the service. Even the tools for documentation have not been developed. Apart from the special “comment” field for recording project steps, the application experience is like a streamlined version of Stories.
It’s not just Facebook that can tap into the potential of short creative content. Google’s internal R&D department Area 120 also released its own experiments in this area through the video application Tangi. It was recently discovered that Pinterest tested a new version of Story Pins, which will allow users to display DIY and creative content in a similar manner.
Given that Hobbi lacks traction, it is not surprising that it collapsed so quickly. Facebook has said that its NPE team experiment will involve very rapidly changing applications, and if consumers think they are useless, they will shut down.
In addition to Hobbi, the NPE team has launched many apps since last summer, including meme creator Whale, conversation app Bump, music app Aux, couples app Tuned, Apple Watch app suite, audio call app CatchUp, collaborative music app Collab, live event companion location and forecast app Forecast. Before Hobby, the only person shut down was bump. (Some people do not live in the United States.)
Of course, Facebook may not intend to use these experiments to create a whole new set of social applications. Instead, it may want to collect data about which features resonate with users and how to use different creation tools. These data can provide information for the development of Facebook’s main application functions, such as Facebook, Messenger, WhatsApp and Instagram.
We have contacted Facebook for comment, but no comment has been provided at the time of posting.