Many have been speculating that Facebook Inc is creating a stand-alone camera app which is very similar to the disappearing photo app of Snapchat.
A report from Wall Street Journal citing individuals with knowledge of the project said that the social media giant is doing this to increase its user engagement.
The "friend-sharing" London team of Facebook is reportedly in charge of the project. But it may never come to fruition said a report.
A spokeswoman of the social media giant refused to comment on the development of the app. However, she offered the information that the overall level of sharing on Facebook was vigorous and "similar to levels in prior years."
Those who are knowledgeable about the project said the camera-first format is designed to motivate users to create videos and photos. This tie in with the WSJ report that the Menlo Park, CA-based company is planning a feature the enables users to record video using the app to start live streaming.
As it is, the flagship mobile app of Facebook opens to a personalized feed of contents, articles, ads and status updates. This induces users to consume contents, but not to create them.
Instagram's approach in image-sharing, which is under Facebook, is also different. But it has gained popularity since only the best and well-photographed images are allowed to be posted.
Instagram users are required to go through several steps before they can post images. So, the present app the social media giant is rumored to be developing, is not the first time that it has encouraged its users to share contents.
Facebook has experienced a decline in sharing last year. This camera app is just another way that the social media company is tackling the problem. The company has already tried to increase its users' engagement by displaying reminders or prompts for occasions such as Father's Day, TV show premieres and football games.