Facebook Continues Its ‘Hobbi’ of Borrowing From Other Social Platforms

The newest app from its NPE Team appears to draw inspiration from Pinterest

Facebook formed its NPE Team last July Facebook/iTunes App Store

It’s Pinterest’s turn to be imitated by Facebook, following in the steps of other social platforms, including Snapchat and TikTok.

Hobbi, the fourth stand-alone application from Facebook’s NPE Team (the NPE stands for New Product Experimentation), surfaced on the iTunes App Store this week.

A Facebook spokesperson would only say, “We’re not commenting on the New Product Experimentation Team’s apps.”

The app’s description on its iTunes App Store page immediately brings Pinterest to mind.

It reads, “Capture and organize your creative process: Save photos of the projects you’re working on and the activities you love to do. Whether it’s cooking, baking, DIY (do it yourself), arts and crafts, fitness or home décor. Celebrate the journey: Organize your photos into visual collections and see the progress you’re making over time. You might just surprise yourself with how much you have done. Share your highlights: Don’t just keep your accomplishments to yourself. Create highlight videos and share with friends and family.”

Hobbi joins the three apps from the NPE Team that emerged last November: Bump, a one-on-one anonymous chat app based on conversation topics and geared toward college students; Aux, also aimed at college students, described as a “DJ for Your School”: and meme-creation app Whale.

The social network formed the NPE Team last July with the aim of creating new consumer-focused apps and features.

david.cohen@adweek.com David Cohen is editor of Adweek's Social Pro Daily.