• by Laurie Sullivan  @lauriesullivan, January 14, 2016

Dublin-based ASKfm, an IAC/InterActive Corp. company, has released the next version of its Web site and mobile app for devices running Android and iOS. The refresh, announced Thursday, aims to keep lighthearted communication flowing between teens and Millennials using the platform.

Unlike Facebook, where people go to post photos and gain Likes, ASKfm focuses on the conversation between users, a steady stream of communication through questions and answers.

The product's redesign came from user feedback, says Andrea Cutright, COO of ASKfm. "Our users are young and tend to be digital natives, which is a very visual language," she says. "So we built an integration GIPHY, giving users the ability to answer questions with GIFs."

Some 150 million global users ask more than 18 billion questions annually -- about 4 million questions daily. They ask and answer questions in more than 49 languages. More than 75% of ASKfm users interact with people they know in real life. Users can now invite friends to join ASKfm conversations via text message, which allows for tagging and exchange between users through @mentions.

Bright and bold hues of orange, blue, yellow and green aim to offer a youthful feel more aligned with its core user base. A new mascot, OwlCat, which showcases the user's personality, represents the natural curiosity and wisdom that comes from conversations, Cutright says.

Soon after launch, the ASKfm “Question of the Day” feature will be programmed by a selection of Vine stars, including Rickey Thompson, DSharp, and Marcus Perez, thanks to an integration with Collab, a partner platform for Vine creators. ASKfm will update the content in the U.S. daily. A new “Grab n’ Ask” feature will also fuel new conversations by allowing users to easily share questions they find interesting with their friends.