Facebook Relaunches Collections: A Pinterest-Inspired Shopping Experience
Facebook has reintroduced its Pinterest-style Collections feature in a redesigned test phase with 11 major retailers. After its initial October 2012 debut and subsequent temporary removal for improvements, the platform is now gathering user feedback to refine the experience before a full rollout.
How Collections Works
- Participating Retailers: Nordstrom, Pottery Barn (including Kids & Teens lines), West Elm, Michael Kors, Fab.com, Belk, Etsy, Macy’s, Old Navy, Mark & Graham, and Wayfair.com
- User Interaction: View product photos in News Feeds and engage with action buttons (varies by test group):
- Want
- Save
- Add
- Collect
- Wishlist
- Social Sharing: Saved items appear in a Pinterest-board style section of your profile and generate News Feed stories
Example Collection from Pottery Barn
Facebook’s Strategic Move in Social Commerce
Facebook aims to:
- Enhance E-Commerce Integration: Help products go viral through organic sharing
- Gather Behavioral Data: Determine which interface designs resonate most with users
- Boost Engagement: Keep users within Facebook’s ecosystem for product discovery
“We’re testing how people interact with and share Collection items in News Feeds,” a Facebook spokesperson explained. “Businesses already use Pages to showcase products—this feature makes those Collections more interactive and shareable.”
Why This Matters for Social Media Marketing
- Viral Potential: Each Collection action creates visibility among friends’ networks
- Advertising Opportunities: Retailers may invest in Promoted Posts to amplify reach
- Competition with Pinterest: Facebook seeks to capture the same visual discovery market
Important Notes for Early Adopters
- Limited-Time Test: Facebook confirms the trial has an expiration date (unspecified)
- Beta Status Warning: Previous Collections were deleted after the first test phase
- Mobile Implications: Could shape future Facebook shopping experiences across devices
This revamped feature demonstrates Facebook’s continued evolution into a social commerce powerhouse, blending discovery, sharing, and purchasing in one platform.
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