Facebook has launched an app for collaborative video creation with friends on the social network. Riff, a new app from Facebook's Creative Labs and initially created as an employee side-project, lets users film a video on a topic of their choice, and then allows friends to add their own contribution, with the video extending with each new participant's video clip.
When creating the chain, users have to select a topic from a pre-defined list, or by typing in a new one. With a simplistic interface, the recording function starts straight after a three-second countdown, with a maximum limit of up to 20 seconds per clip. Friends will be able to see the clips on Facebook and through the app itself, with the option available to skip sections in order to get to the newer clips in lengthy video chains.
According to TechCrunch, Riff was created in response to the ALS Ice Bucket Challenge, a meme which asked for people to film themselves pouring icy water over themselves on video, something which apparently helped Facebook increase video views between May to July 2014 by 50 percent to 1 billion views per day. Employees at the social network's London office worked on the app after-hours, with the aim of making the app as simple as possible for people to contribute to a video trend.