Facebook wants to turn mindless, passive video consumption into “time well spent,” and now it’s giving social media stars a powerful tool to foster communities around their content. Today Facebook launches Facebook Creator, offering influencers Live Creative Kit for adding intros and outros to broadcasts, a unified inbox of Facebook and Instagram comments plus Messenger chats, cross-posting to Twitter and expansive analytics.
Facebook promised the Creator app back in June at VidCon and today it launches globally on iOS with Android planned for the coming months. It’s actually a rebrand and update of the 2014 Facebook Mentions app that was only available to verified public figures and Pages, but now is open to everyone. Weirdly, it still appears as “Mentions” in the App Store for now.