A nascent, experimental group within Facebook quietly released a Pinterest-like app for saving and sharing photos of activities like cooking and home improvement projects.
© Facebook | Facebook Quietly Releases Pinterest-like App

The new app, called Hobbi, is meant to “help you document and remember the things you love to do,” according to its App Store description. The app was recently made available in the U.S. and a few other countries, app analytics firm Apptopia told The Information. The existence of the app, which hasn’t been previously reported, reveals that Facebook is continuing to quietly experiment with new services outside of its core brand.
Pinterest shares fell roughly 4% on the news. After this story was published, a Pinterest spokesperson said that Facebook’s Hobbi app appears to lack Pinterest’s “discoverability, search, and recommendations,” and that the company remains “focused on building a visual discovery engine.”
Hobbi was made by a skunkworks team within Facebook called New Product Experimentation, which is tasked with inventing new social and related services to either function as standalone apps or be folded into the company’s already-established products. Since it was formed in mid-2019, the group has released at least three other apps, including a matchmaking app for students and a meme-creation tool called Whale. Facebook previously said that apps from the team will “change very rapidly and will be shut down if we learn that they’re not useful to people.”
This article was originally published by The Information.
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