Tag Archives: SocialThing

Pure-Play Aggregators: A Traffic Update

Compete released the stats for August, with mixed news for the pure-play Social Web Aggregators. Plaxo continued to see nice growth, clocking 244% year-over-year growth and 11% month-over month growth in monthly unique visitors. FriendFeed, on the other hand, experienced a bit of a stall, with a tiny drop in monthly unique visitors compared with July. SocialThing (recently acquired by AOL) got a traffic increase from the news of its acquisition, but total monthly unique visitors remains under 100,000. Iminta’s traffic was too low to track.

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Can the pure-play Social Web Aggregators grow fast and long enough to achieve escape velocity before the big former walled garden services, like Facebook and MySpace, re-invent themselves into true Social Web Aggregators?

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The Rapid Rise of FriendFeed and Plaxo’s Pulse

There is a sea change underway in social networking. If there were any doubt that we are moving from the “walled garden” phase to a new era defined by interoperability between aggregation hubs and the rest of the Social Web, recent moves by Facebook and MySpace should erase any doubt.

The biggest winners of the future will be the services that do the best job of harnessing the power of the virtuous cycle of social discovery at the core of “Social Web Aggregation.” Let’s take a look at how two pioneers of the new model are faring, Plaxo Pulse and FriendFeed…

Before looking at the numbers, it’s important to remind ourselves that last summer, walled gardens were the future. Plaxo wasn’t yet in the social networking space. And FriendFeed hadn’t yet launched their service. It was almost exactly a year ago that Plaxo launched Pulse, the first Social Web Aggregator. [Disclosure/reminder: I work for Plaxo, but you already knew that.] One of the key questions was, “Are enough people using multiple user-generated content sites that one can build a thriving service based on ‘lifestreaming’ the activity streams from those services?”

So, let’s look at the July numbers from Compete, which just became available within the last 48 hours. [One caveat, every third party traffic tracking service has it’s limitations; Compete is looking just at U.S. traffic and does not have visibility to activity originating from client software.] How are the two most prominent pure-play Social Web Aggregators faring? In a word, “thriving.”

Plaxo and FriendFeed both posted greater that 20% month-over-month growth from June to July, and Plaxo clocked 225% year-over-year growth in monthly unique visitors. (Year-over-year data for FriendFeed not yet available, but coming soon.) The slope of Plaxo’s rise is slightly higher than FriendFeed’s, but that is not as significant as the clear sign that both services are surging.

I am an enthusiastic user of both services and I don’t see them as competing with each other. Quite the contrary. I love using FriendFeed for staying on top of what the early adopter and influencer crowd are buzzing about in public conversations. And I love using Plaxo for private sharing and conversing with highly granular control of what I share with whom.

As a footnote, the rising “aggregation” tide is *not* floating all boats equally. Latecomers, with little obvious differentiation, such as Iminta and SocialThing, have generated so little traction as to barely show up in Compete.

Congratulations to Plaxo (who pulled off a re-invention of the company and has managed to execute well through a change of ownership) and to FriendFeed (who have entered a hot space with really great focus and execution). Game on!

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