A leading-edge research firm focused on digital transformation.
Good
Subscriber since
Facebook’s experimental software division is back with another new app: E.gg, which it describes as a “digital zine creator.”
In practice, the app enables users to create shareable websites that look like a mixture between a high school locker circa 1995 and a Tumblr page circa 2015 — what Facebook describes as “free-form mixed media collages.”
These collages are then given shareable URLs, just like normal websites, and are intended to “create a low-pressure space for the really unpolished and mismatched things” that the early days of the internet embodied.
To that end, Facebook introduced E.gg with a website that looks ripped from your old GeoCities account, dancing baby GIF and all:
E.gg also comes at a time when Facebook has seen a decline in users — particularly among Gen Z according to Edison Research — and Facebook-owned Instagram is increasingly focusing attention on its in-app shopping features, evidenced by a redesign of the home screen
With its new app, Facebook is hoping for the type of user activity that used to be common in its products: Creativity and expression. 
Read more: Luxury fashion is surging on TikTok, but turning Gen-Z viewers into customers is a complicated task for brands
E.gg is part of Facebook’s “NPE” group, an acronym that stands for “New Product Experimentation.”
The group, which acts as somewhat of a concept incubator inside Facebook, has released a handful of prior apps — from a matchmaking services to meme making tool.
Like its prior apps, E.gg is free and available now on the Apple App Store for iPhone and iPad users.
Got a tip? Contact Business Insider senior correspondent Ben Gilbert via email ([email protected]), or Twitter DM (@realbengilbert). We can keep sources anonymous. Use a non-work device to reach out. PR pitches by email only, please.

source