Why Nextly, now open to the public, stands to revolutionize content sharing
There are several ways to curate content on the web these days, but
it’s often a fragmented experience.
Now that Google Reader is dead, sharing content often involves one
of three methods:
1) consuming curated media and sharing individual pieces (on
platforms like Feedly, Zite, or Flipboard),
2) posting content on social networks where it gets lost in the
noise of other status updates and comments (on Facebook, Twitter,
Google+), or
3) aggregating items at a single destination (like a Storify
narrative, a Pinterest board, or a Scoop.it, Paper.li, or Flipboard
magazine).
Yet sometimes none of those solutions solve the problem of wanting to deliver an entire set of content easily; perhaps it’s why some great content curators have gone back to newsletters.
Nextly, which launched
today, solves this problem by redefining web content curation.
Based in Boston and founded by Lebanese entrepreneur Ziad Sultan,
the platform allows curators to share an entire stream of content
with a single URL.
Previously known as Marginize, it still lives on the margins of the
web- literally. When a user clicks on a Nextly link that you’ve
shared, the website opens, along with a sidebar that reveals a
stream of your curated links. Readers can click ‘Next’ to
immediately jump to the next piece in your stream; using the
platform is like zipping through your personal newsletter without
having to click individual links.
Yet the best part is that it doesn’t feel like you’re ‘on’ Nextly;
you’re on the web. It feels like a tool rather than a platform, and
doesn’t require publishers or readers to use a social network,
plugin, browser extension, mobile app, or even a login.
The curation itself is similarly lightweight; users can add
articles to their streams or create new streams by using a little
bookmarklet; there’s no posting or redirection. It’s a fully
embedded experience on the fringe of your browser page.
For a concrete example of what that feels like, you can see
our page on Wamda. Users
can click on an
article, click through to our 'most popular' content stream,
using the keyboard's right arrow to click through pieces. You can
also click “Wamda ME’s collections” and view our other streams,
like one on E-commerce. (Note: our
streams are also in beta).
Unlike other curation platforms, Nextly offers analytics on the
number of visitors and pageviews each stream has, so publishers can
assess their most popular topics. For serious curators and
publications, this adds a layer of data that many social media
sites have yet to supply.
Yet, as of today, Nextly is not just for publishers; any user can
curate a feed with content from around the web. If you head to the
Nextly streams from TechMeme or Hacker News, you can see an
example of how publishers can use streams from content curated from
around the web rather than from a single publication.
Curated browsing is very different from ‘sharing,’ says Sultan.
“Sharing is the equivalent of using a megaphone and telling
everyone about a specific piece of content. It’s very temporary,
whereas curating is a more thoughtful process, where you can create
cumulative value over time.”
The platform’s minimalist design was created from knowing as much
what to add as what to leave out, he says. “When we started doing
this, you can imagine how many things we may have wanted to
include. Then we boiled it down to just hitting the ‘Next’ button.
We tried to make it as simple as possible, although it’s a powerful
concept.”
“‘Hit next’ encapsulates everything,” he explains. “It describes
the format as well as the speed.”
Over the past year, the Nextly team- a group of eight, distributed
across Boston, New York, Montreal, France, and Egypt- have honed
its design by testing with (lesser-known) publications like the
Wall Street Journal, the BBC, Forbes, Slate, the Washington Post,
as well as (global juggernaut) Wamda, watching as users clicked the
‘Next’ button 100 million times.
To date, Nextly has raised $1.5 million from $1.5 million from SOS
Ventures, Atlas Venture, and other angels, including, David Cohen
and Dharmesh Shah, after securing a total of $700,000 as Marginize,
including $250,000 from TechStars at a Demo Day in 2010.
Now it stands ready to put the power back in the hands of both
publishers and individuals. “If I read your content on Google
Reader or Flipboard, or any of the newsreaders, you don’t get
analytics on pageviews, and you don’t get the revenue, so it kind
of messes with the web,” Sultan points out. “We are the web. We’re
not trying to create an app that’s going to mess with the content;
we’re letting people guide each other to the actual pages. In the
long run, it’s a better solution for the web.”
[Disclosure: Wamda Capital has invested in
Nextly.]