Dive Brief:
- Facebook is piloting a new feature that would allow users to search and share links without leaving the mobile app.
- A new "Add a Link" option has been spotted by some iOS users when writing a post. Clicking on the new words brings up a query option to search for related links.
- The links come from content that has already been shared on Facebook—favoring popular posts.
Dive Insight:
If the Add a Link feature rolls out in full force, it could have a major effect on the way users, publishers, and advertisers approach Facebook. For example, the search feature could steal a huge amount of search traffic from Google, as users will no longer need to leave the platform to search for content.
The new feature will provide another layer of data for advertisers, who will potentially be able to run ads alongside the suggested content. Add a Link is also laying a solid foundation for the soon-to-launch "Instant Articles"—a program where publishers can host content directly on Facebook's platform.
