Back in 2013, Dubble burst onto the social image sharing scene and amassed a quick-fire 270,000 users. It then promptly dropped off the grid before finding a way to capitalise on early success.

Now, Dubble is back. And, it’s got a bunch of refinements and additional features that could see it take a tilt at the big time.

What Dubble Does

At its most basic, Dubble does double exposures for digital photographs.

The social bit comes in the standard way, with connections, shares, streams and likes. Users can share their ‘singles’—that is, single exposure images—for the world to see.

Dubbling with Friends

That rather standard social element is enhanced by the ability to ‘Dubble with friends’. This is a process whereby the user takes a ‘single’ image from their collection and melds it with a ‘single’ from a connection’s collection.

Dubble does some algorithmic magic to blend one image from each user into a single, interesting double exposure. The result is then output to the streams of both users.

For now, users can select the user account that they want to Dubble with, but the specific image will be selected by Dubble itself. This is an intentional limitation: Dubble sees it as a feature that gives inspirational randomness.

Dubbling down for brand connection

Having only just relaunched, Dubble users may find their connection options a bit limited. A perennial challenge for social start-ups is to make it worthwhile for those first tranch of early adopters, before broader markets get interested enough to join them.

Also, Dubble is currently only available on iOS, so the organic growth of it’s user base will also be limited by platform.

Still, social Dubbling seems to lend itself to effective use by brands. While letting users interact with brand assets might be risky, it’s also a pretty unique form of engagement—and one that could see people develop a close connection to brands through a sort of shared creative experience.

Copy Transmission is a Melbourne-based agency :: Better Brands. Loud & Clear.