Facebook began overhauling its social media marketing playbook this week in the latest step of a corporate rebranding that began towards end of last year. The social media platform introduced new corporate Facebook and Instagram accounts, as well as a new public relations Twitter account for Instagram. The moves mean Facebook is effectively starting from scratch with friends and followers.
Faceboook rolled out two new company accounts with the handle @facebook on Facebook and Instagram that both adopt its new corporate branding. At the same time, it renamed its original accounts “Facebook App” with the handles @facebookapp. A Facebook spokesperson confirmed the changes.
The new corporate accounts come nearly four months after Facebook announced it was rolling out a new corporate identity, which included a new logo, color scheme and “from Facebook” tags on its owned apps, Instagram and WhatsApp. The rebranding was a move designed to better define the company’s identity, and to help differentiate it from its app and other owned companies.
“This brand change is a way to better communicate our ownership structure to the people and businesses who use our services to connect, share, build community and grow their audiences,” wrote Facebook CMO Antonio Lucio in a blog post last November.