Facebook is abandoning its most recognizable characteristic—the Facebook blue color scheme—changing its top bar from a blue to a white. This is a huge brand adjustment and interesting that they chose to align closer with the Messenger brand than it's own traditional core branding.

The top navigation makes a lot of sense and it's interesting to see how they think about the apps inside and outside of Facebook Core. For example, to get to Gaming or Events, you need to click on Home first. In contrast, to get to Marketplace or Groups, these are directly accessible in the top navigation. This shows that Facebook sees Videos/TV, Marketplace, and Groups as the most important features of its core app.

• Maybe "Home" is a jumping off point for new products to enter their ecosystem. For example, Groups used to be only accessible from the Home view and not the top level navigation. If so, that means any one of their sub apps can graduate to the top bar. It would be interesting if their top bar was dynamic where if you are a heavy user of Events, the Event's icon would replace Marketplace in the top navigation.

• One interesting note of the sidebar in the Home interface is the absence of Pages. This has always been a prominent navigation link in the old Facebook interfaces but it looks like this will be hidden in the "See More".

Events, Groups, and Marketplace getting significant attention in the redesign all indicate that Facebook is doubling down focus on local and community.

Groups, Events, and Marketplace have already been tightly integrated into Messenger, and there's a lot of call to actions that encourage messaging. Traditionally, Messenger in Facebook core popped up from the bottom but it looks like this interaction will probably be disappearing. I'm assuming the messenger link in the top navigation will open the Messenger app directly but curious on what the experience will be like switching between apps or if they will embed the app in a clever way to keep users in Facebook core.

Events is getting a huge facelift, with a lot of emphasis on event discovery. It looks like they've turned Events from a page inside of Facebook core into its very own application.

My guess is Facebook wants to curate and control event inventory, which was probably the driving reason to take down the Events API to prevent third parties from influencing the promotion of some events over others. This is basically what Spotify can do with record labels, force functioning the labels to throw content into Spotify or miss the listenership entirely, giving Spotify the power to control the market via demand. It's unclear if Facebook is going to get into ticketing themselves but with owning the control point for demand, they don't really need to. With native checkout built into the interface, all Facebook cares about is keeping users within their app. This will result in a further commoditization of ticketing as consumers will think that Facebook is selling the tickets to them directly.

Stories are getting a lot of attention in the redesign, and definitely being prioritized over their news feed. On opening the app, Stories takes up most of the fold.

I think we can assume that Stories has definitely become a heavily used part of the Facebook ecosystem, especially with its integration into Facebook Core, Messenger, and Instagram. Stories placement will definitely become a big part of their monetization strategy and something we should integrate across all campaigns as soon as possible, especially considering the creative requirements are the same.

I don't see anywhere for sidebar ad placement in the redesign and I think this placement will disappear as the redesign rolls out. I never thought sidebar ads as being an effective placement but it will definitely impact Facebook's bottom line if they are not able to shift advertisers to placements like Stories or Messenger fast enough. This correlates directly with Facebook's insistence on advertisers enabling all placements so they can start making that shift in placement internally.

The redesign hints that Facebook is going to be shifting away from the traditional news feed and putting more emphasis on it's apps like Messenger, Events, and sub-apps like Stories. This means less "sharing" and more "conversation". This shift from news feed will also mean that inventory will decrease overall, costing advertisers more to stay in front of a target audience. Ad placement is going to start getting more specific to reach the active users of those apps independently and targeting is going to be come even more crucial in getting to the right users at the right time.

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