The Real Reason Facebook Bought Storylane (Hint: It’s All About Open Graph)

I’ve read a lot of blog posts suggesting that Facebook acquired Storylane to counter Tumblr’s popularity with its own micro-blogging platform. While it’s true that Storylane offers more or less the same functionality as Tumblr, why would Facebook buy them specifically among numerous existing blogging solutions?

Have a look at the two screenshots below and you’ll understand the real reason Facebook was seduced by Storylane and not other micro-blogging platforms: Storylane is Open Graph ready!

The Real Reason Facebook Bought Storylane (Hint: It’s All About Open Graph) image Storylane 2The Real Reason Facebook Bought Storylane (Hint: It’s All About Open …

The Real Reason Facebook Bought Storylane (Hint: It’s All About Open Graph) image Storylane 1The Real Reason Facebook Bought Storylane (Hint: It’s All About Open …

Storylane lets people say if they like a post but also lets them express a wide range of “feedbacks”: laugh, inspiring, wow, been there, moved, disagree, agree, want, etc. If you have connected your Storylane account to your Facebook account, all these “feedbacks” generate Open Graph activities like “Mickael agrees with post X.” This feature was undoubtedly of tremendous interest to Facebook, as it helps to enrich and reinforce Open Graph activity sharing.

I can’t say if Facebook will continue developing Storylane or if they’ll sunset the solution to integrate it in Facebook.com, Facebook plug-ins, Facebook Poke, Facebook Messenger, Instagram, or a potential future micro-blogging platform, but it’ll be very interesting to monitor! After all, the continued development of Facebook Open Graph will be a boon for marketers. Using social media marketing software, they can capture this rich behavioral data and leverage it to better personalize messages across channels.

If you’re still not convinced that Facebook is betting big on Open Graph, considering the following:

Your turn now! Do you agree with this opinion piece? Why do you think Facebook acquired Storylane?

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