Last week it was “Gifts,” now it’s “Collections.” Facebook’s latest innovation lets retailers — seven of them, to start — post items as “Collections,” visible in fans’ timelines. Users can click “want” or “collect” to save an item from these groupings.
Facebook is still testing the system. At present, some users will see the “want” button, which puts an item into a part of your timeline called Wishlist. This is visible to both friends and friends of friends. More privacy is available through “collect,” which adds items to a section called Products, and is only visible to friends. Facebook is also working on a secondary version of its standard “like” button, which would also add items to Products, but be visible to friends of friends. All three versions offer a “buy” link that leads potential shoppers off-site.
Retailers involved thus far include Pottery Barn, Wayfair, Victoria’s Secret, Michael Kors, Neiman Marcus, Smith Optics, and Fab.com. While the visible nature and cataloging aspect of “Collections” are totally reminiscent of Pinterest, what’s also important is that no matter which version Facebook goes with, “Collections” will only show up in the timelines of a brand’s fans. Finally, something to do with all those “likes!” Brands with millions of followers on the social network could really stand to profit from “Collections,” and independent labels would be able to use it to build up business.