Share Your Social Media Content In Organized, Portable Collections With Yarnee
There are some serious problems with the way social media currently works for sharing content. If you post a series of related posts to a single network (live-tweeting an event, for example), your audience will often miss out on the context of those posts. It’s also very difficult to re-engage with older content, as each post gets quickly buried by more recent posts. Even worse, there’s very little connection between different social channels, so if you share related posts between networks, there is no way to group them together.
Yarnee aims to solve this problem and ultimately change the way we share content on the Web. They’re doing so with an app (currently iOS only) that allows users to share content in distinct, portable collections, grouped by user-defined topics. Here are some great examples.
Behind Yarnee are co-founders Dan Kelly and Fraser MacInnes. Dan Kelly is a seasoned Silicon Valley entrepreneur and former CEO of Bleacher Report (sold in 2012 to Time Warner for $200m). Fraser MacInnes, who spoke to me for this story, is a games and technology professional and emerging blogger.
The company is a Delaware corporation headquartered in Heidelberg, Germany, where most of the team lives. They also have people in the UK, the Ukraine, Russia, The Netherlands, other parts of Germany, and the U.S.
Yarnee addresses three main social media problems, MacInnes tells me:
The signal to noise problem: “If you post a series of highly related posts to a single network (Twitter for example) your audience doesn’t experience the context between those posts. Let’s say the highly related posts are about a party you are at. Let’s say you post 15 tweets about that party in a five hour period. Those 15 pieces of content are better enjoyed together because of the natural context and relatedness between the posts – most feed based social media services don’t let you enjoy content in this way. All posts, no matter how related, are interspersed with posts from others—it’s like watching 100 different TV channels all at once.”
The recall problem: “If you posted something great on a social media service you enjoyed, the potential for you to re-engage with that piece of content gets slimmer every hour until, after a fairly modest amount of time has passed, it’s very difficult and laborious (and in some cases nearly impossible within the native platform) to recall that content to either re-share or enjoy again yourself. Feeds are designed to bury old content under new content—they push your content further and further away from you and your audience. Yarnee keeps your content close to you in collections (Yarns) that make it easy to recall content in order to re-share it, re-consume it or to add to it.”
The multi-format, multi-channel problem: “Currently, social media is organised chiefly by date, the network it was created on and laterally, the networks individual pieces of content were shared on. It’s a very robotic means of thinking about where your content should live. Yarnee is about organizing content, irrespective of where it was created or what format it takes, by topic. That topic could be an event, an experience, a list, a set of instructions (how to), content about a specific individual/place/area of interest. The thing that matters about content isn’t where it was created, but what it’s about. Yarnee puts a premium on something we think is obvious, but which most other services seem oblivious to.”
Yarnee collections can be viewed within the native app, on Facebook, and on the Web.
The service is a big step away from feed-based apps that bury your content forever. “Yarnee is about empowering people to forge a lasting relationship with the best subsets of everything they create around topics they care about,” says MacInnes.
As for the future, the company plans to add a plethora of social features (including Likes, Follows, and Comments), Twitter sharing, and UI optimization to the app.