Last Updated: November 4, 2021
In the past month or so, the company synonymous mainly with social media spared no funds promoting the idea of a metaverse.
Though the rebranding was to be made public at their next Connect conference, taking place on the 28th of October, a source as of yet undisclosed says the plan is to change the entire holding company’s name. This will most probably make Facebook just another in an array of their services, much like Instagram, WhatsApp, Oculus, and so on.
Perhaps the purpose of this move is to deflect the negative attention that the Facebook business moniker has been attracting. It’s certainly tempting to look at it that way after Facebook’s former employer Frances Haugen testified before the Senate about the possible detrimental effects of the company’s operation.
Another motive could be found in its venture into augmented and virtual reality, with Workrooms, still under development, as their most notable product. The VR alternative to conference calling software like Zoom, it seems, will be only a part of a larger-scale multiverse dubbed Horizon.
Facebook’s rebranding pivot causes little surprise when one takes into account the thousands of employees already developing AR eyewear and similar innovative gear. What’s more, even if Zuckerberg himself hadn’t noted in one interview that they:
“will effectively transition from people seeing [Facebook] as primarily being a social media company to being a metaverse company.”
The fact that the company plans to hire ten thousand people to work on the metaverse in Europe is revealing enough.
There’s even a dedicated metaverse team at Facebook. Its AR/VR head honcho Andrew Bosworth, who will soon become its CTO, explains the primary focus is on enabling creators with special tools to further develop Horizon for wider audiences. Facebook even set aside $10 million in funds for third parties involved in the endeavour.
Company CEO, Mark Zuckerberg, explains:
“I don’t think that this is primarily about being engaged with the Internet more. I think it’s about being engaged more naturally.”
And perhaps this motive, which he partly traces back to his middle school coding beginnings, is going to give birth to a new, more “present” way of people interacting online.
News of Facebook’s rebranding saw moderate reception as the practice is quite common in business, with the example of Google becoming a branch of their Alphabet holding company in 2015. The AR and VR aspects, though, bring forth imaginative predictions of what the metaverse will represent. Most tend to entertain the moves brands will now be taking to approach their customers in this augmented realm.
Whether just a short-lived craze or path humanity will indeed adopt advancing through the digital domain. One thing is sure — the metaverse will drive Facebook’s actions for the foreseeable future, seeping into users’ everyday routine like so many of the company’s previous advancements have. Thus, the expected logo and brand name change will be just another in a row of inevitable ones.