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Facebook Wants to Allow Fans to Interact with Celebrities

Facebook is building a new video product. It will allow people to pay content creators or celebrities for the opportunity to interact with them during a live broadcast.

The tool, called Super, will allow creators, entrepreneurs, or celebrities to organize live interactive video events. Viewers can tip creators by buying them digital gifts or pay to “appear” alongside a creator during the live stream to ask a question or take a selfie. Creators will also be able to sell merchandise or other products alongside the live stream.

Super is undergoing development within Facebook’s New Product Experimentation (NPE) team. It is an internal group that creates standalone apps and other products. The company is still testing Super internally, a Facebook spokeswoman confirmed.

The concept behind Super could rise to prominence as more public figures seek to connect digitally with fans during the pandemic. According to Axios, Cameo, is an app that allows people to pay celebrities to send a personalized video message to a friend or family member. The app received an evaluation of $300 million as of mid-2019. On Monday, Facebook released an update for Collab, an app launched in May for musicians to collaborate with fans on their music.

Facebook has pushed more aggressively for live video features this year

Facebook has become the world’s dominant social media company. It has made successful and strategic acquisitions, such as Instagram and WhatsApp. But buying new companies may be more difficult for Facebook. The US Federal Trade Commission sued the company. As well as, a group of attorneys general last week for alleged anti-competitive practices, casting doubt on the possibility of future acquisitions. The NPE team was introduced in July 2019. Facebook describes the group as an internal community of entrepreneurs trying new independent experiences. NPE released about ten products last year, including a meme app called Whale, a live events app called Venue, and a couples app called Tuned. None of them has become a well-known, independent product.

Facebook has pushed more aggressively for live video features this year. Particularly, as the Covid-19 outbreak prevents people from meeting in person. The company launched a group chat feature called Rooms in April to compete with Zoom Video Communications. It has also held a public display of building products for creators. 

It’s unclear whether Super will be a standalone app. or be incorporated into an existing Facebook product.

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