Condé Nast Social Network, Flip.com Flops, Now Pursuing a Widget Strategy
CondÃ© Nast’s Flip.com is a social network for young teenager with features that include Flipbooks, Member channels like (writing/poetry, friends/family, movies/tv, art/photography, opinions/rants, pets/animals, etc.).Â Rather than closing down the social network completely and rebuilding from the ground up, Flip will take widgets and embed them into other social networks for the purpose of building their own user-base.Â Interesting move.
Flip.com supposedly has about 300,000 users.Â The company started almost a year ago with the goal of making a place for teenage girls to showcase their hobbies.Â Flip recently debuted as a Facebook application and according to TechCrunch, there are only 9 active users on that application as of right now.Â
“Flipâ€™s demographic is perfectly aligned with Facebook.Â Weâ€™ve made 300,000 girls incredibly happy, but thereâ€™s millions of them on Facebook. And we know theyâ€™re interested the same kinds of tools that are available there. It would be a whole lot harder to build from 300,000 to the serious numbers like 1 or 2 million, which is the sweet spot for us. So this seemed like the best way to go,” stated Sarah Chubb, President of CondÃ©Net [Source: paidContent].
About a year ago, Flip hired Jane Grenier, a former Associate Publisher of Marketing for Teen Vogue to engage marketers into the site.Â CondÃ© Nast is the parent company of The New Yorker, Wired Magazine, GQ, Vogue, Vanity Fair, and Portfolio.com.This article was written by Amit Chowdhry. You can follow me at @amitchowdhry or on Google+ at +AmitChowdhry