Anybody with even a passing relationship with Facebook knows that the social media juggernaut’s 10th anniversary gift to users—a one-minute video looking back at your life on Facebook—has been immensely popular. By all anecdotal accounts, Facebook does a fantastic job highlighting the most fun-filled moments of your digital presence, even remarkably filtering out exes—even if you weren’t Facebook official, claims one of my friends.
And yet, as first reported by Techcrunch, Facebook has launched an additional feature to the already-wildly-shared video: Editing. It’s a smart move from Zuckerberg and friends: By allowing users to pick and choose the moments highlighted in their movie, they’re even more likely to share it. Admittedly, I had no interest in viewing my own video—as a social media professional, often my most successful actions on Facebook are for my clients and not on my own profile—but once I heard about the editing feature, I popped over to Facebook.com/LookBack to play around with it. (As I suspected, even with editing, my video is largely pictures of my cats.)
As data pours in that younger people are abandoning Facebook for other social networks, Facebook took their tenth anniversary as a time to remind its users: You have history here. You grew up with us. Look at all the memories we’ve shared together. The tone of every video was nostalgic. It’s hard to watch videos from even your most far-flung friends and not feel warm and fuzzy for a few seconds. (Cue: the squealing over cute babies, wedding dresses, new job announcements and more.)
After you’ve seen a highlight real of the best moments of your life—because we know that offline experiences dictate our online personas—it’s awfully hard to walk away from the technology that captured your history. It was, from a marketing standpoint, completely brilliant.
But it is not without flaws. In creating these Look Back videos, Facebook left out a key portion of their users: Brands. Instead of offering brands a way to create meaningful and nostalgic digital remembrances, Facebook served up a meager photo collage. And frankly, we weren’t too impressed with what we got on our brand page.
Where are all our great intern photos? Or client events? There is more to ChatterBlast’s Facebook footprint than logos and our new copy machine.
Now that editing has been introduced, I’d really like to see Facebook introduce a Look Back video for brands, who will want to have more control over the moments in their videos than the average individual. Brands could use Look Back videos to remind their communities of their successes and initiatives over the last decade—or as long as they’ve been on Facebook.
It would empower you current community to be more engaged and attract new members who will have the opportunity to see what your organization is about. Imagine having the option to remind your Facebook audience of the great charity work your company did in 2009 or the awesome campaign you ran in 2011. The sleek editing and curatorial technology that Facebook provides makes this an easy, no-muss-no-fuss solution for brands who don’t have the internal resources to create their own.
No word yet on whether Facebook has any plans, but we’ll keep you posted.
JOIN THE CONVERSATION: Would you do a Look Back video for your brand? Why or why not? How else would you improve upon Facebook’s newest feature?