Facebook to release exclusive celeb-only 'Mentions' app for iOS

Ed Sheerin tested the app as a way to engage with fans

Facebook has launched Mentions, a new app which makes it easier for public figures such as celebrities and sport stars to engage with their fans and followers.

The newly designed ‘Mentions’ section will show users “what fans are saying about [them] and [let them] join the conversation”.

The iOS app, created by Facebook Creative Labs, also enables users to post updates, share photos and host Q&A sessions with fans.

The intent behind the upgraded Facebook interface is to help “influencers” contribute and engage on the Facebook platform more efficiently.

The new newsfeed is divided into “following” and “trending”, which will allow users to follow friends' content in addition to commenting on hot topics.

Allison Swope, product manager of the app, told the Holywood Reporter: "When we designed this app, we spoke to public figures about the features that they wanted and what would help them tell their story to their fans on Facebook."

Facebook, who recently apologised to users for manipulating newsfeeds in a mood-altering experiment, tested the new app with the help of Ed Sheeran, Whoopi Goldberg Mariah Carey, before its US launch tomorrow.

Mentions is only available to those with verified pages in the US but the program will be rolled out across the globe this year.

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