Apparently, Facebook color comments are ostensibly coming to the world’s largest social network, mimicking post background color options…
Facebook began rolling out post background colors in December of last year. Then in June, the social network expanded its post background color options. Now, it appears the company is testing colors in comments.
Facebook Color Comments Appear in Test Round
First reported by Evert Groot, the test is popping up on both Android and iOS at this time. (There’s currently no reports of the feature on desktop.) Only a small percentage of users are seeing the option, which the following tweet shows:
NEW: Facebook is testing coloured comments… This is going to look a mess!
— Matt Navarra ⭐️ (@MattNavarra) September 6, 2017
The Facebook color comments closely resembles its familiar post background colors. The Next Web notes it looks much like a MySpace feature which appears in the early 2000s.
A likely reason Facebook is testing color comments is due to the strange phenomenon of what the company internally calls, “context collapse.” This is a scenario in which users are spending more time on the network but posting less original content.
From mid 2014 to mid 2015, original posts, containing text and photos, declined by 21 percent. A study by Mavrck of over 25 million personal profile Facebook posts through 2016, revealed a 29.49 percent decrease per user. On average, Facebook users posted fewer updates throughout 2016 yet original posts enjoyed higher engagement. But, 2016 engagement decreased compared to 2015 by 15.14 percent year-over-year. So, this is probably another way to encourage users to contribute more original content.