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Content Discovery & Flipora In Focus

Posted on 9.01.2015

The savviest social media and content marketers in the digital realm are those that manage to stay aware of the activity occurring across the digital universe of related products or services (as well as their own general interests).

Illustrating the increasing interest in the concept of content discovery, Flipora just announced a $1.5 million round of seed financing. The company uses artificial intelligence and its own algorithms to anticipate consumer interests and preferences in order to deliver relevant new content, indexing more than 100 million Web pages each day.


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What's most interesting about Flipora is not the size of its index, but what it does with it. The platform is quite sophisticated in that it determines the preferences of similar users to recommend new pages and it's been somewhat of a hit with Web users.

Flipora currently claims "millions" of Web users and recently expanded to mobile, launching apps for both iPhone and Android (as well as integrations with Facebook and Twitter). Flipora and its aggregator/curator, personalized news feed service competitors - which include Smartnews and Flipboard) have a serious problem to contend with however: most of the available content it suggests comes from the same sources users can find anywhere (and are likely already subscribed to).

In order to differentiate their offerings and become viable, content discovery apps like Flipora must become more open, accepting recommendations for sources from the broader digital community. In a totally closed environment, users can't or won't discover anything really new and that can only lead to declining use over time - something advertisers (and investors) will have little patience for. If this is to truly be Content Discovery 2.0, Flipora will need to embrace smaller publishers in the future and they can't do that without some form of reccomendation or suggestion feature.

Do you use content discovery apps like Flipora to fuel your social media and content marketing inspiration? Share your experience below with other Website Magazine readers.

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