Facebook is branching out —pun intended— with its recent acquisition of social networking startup Branch Media.
Co-creator Josh Miller broke the news, writing in a Facebook post that Branch "will be continuing our mission" at the massive social network.
But the New York-based startup will not be uprooted: Miller said his team will remain in The Big Apple, where they will develop Facebook's Conversations group, aimed at helping people connect based on their interests.
"Their pitch to us was: 'Build Branch at Facebook scale!'" Miller wrote from a mountain in Japan while on holiday.
Web-based discussion site Branch launched in August 2012 under the care of the Obvious Corp.—Twitter co-founders Biz Stone and Evan Williams' tech incubator. And while it served some users well as a home for in-depth conversations, Branch never quite caught on.
Miller didn't give up, though, later calling on Stone and Williams to help develop Potluck —a social network where users share articles about quirky interests, then meet others who, for example, share a love for ABBA and collecting vintage owl trinkets.
Both services will live on outside of Facebook, Miller said, adding that the products they build for the California company will be "reminiscent of" Branch and Potluck.
Financial terms of the deal were not disclosed, but it is reportedly worth $15 million (£9.1 million),according to The Verge.
Miller recently spoke out about various reports that tied a "dead and buried" toe tag onto the once-flourishing social network, saying that he is "incredibly bullish on Facebook."
"At the end of the day, social networks are valuable for the size and density of their network (of people)—not the volume of photos shared or messages sent," Miller wrote in a blog post. "In that regard, Facebook still reigns supreme, by far."
Facebook did not immediately respond to a request for comment.