Twitter's founders launch two new services. What are they, and do they have a hope?

Medium and Branch could be third (and fourth) time lucky for Stone and Williams.

Ev Williams and Biz Stone, the co-founders of Blogger (now owned by Google) and Twitter, have launched not one, but two follow-up projects, Medium and Branch.

The two men will be staying on as directors of Twitter, which poses a problem for them commercially – how do they use their expertise to carry on the string of hits, without cannibalising their previous business? One of the Twitter's cofounders, Jack Dorsey, decided to abandon the social media sector entirely, instead attacking two monopolies at once with Square, a platform which allows anyone to accept credit card payments with just an iPhone or iPad.

And with their audacious move to launch two start-ups at the same time, Stone and Williams have that problem doubled. Will people really use Twitter, Medium and Branch at the same time? That's the plan.

What are they?

First things first: what exactly are the new platforms? It's always going to be tricky to describe these things until usage patterns have built up around them organically. You inevitably find yourself resorting to analogies with existing services, which can be far from perfect: I remember, in 2007, attempting to describe Twitter to someone as "like Facebook status updates but without the rest of Facebook". Needless to say, I did not convince them to sign up.

Stone and Williams seem to have a firmer idea of what a mature Branch and Medium will look like than they did with Twitter, however. The latter famously was heavily driven by its users, with conventions like hashtags, retweets and @-mentions invented on-the-fly, and then incorporated into the architecture of the site later on. The way people use it today bears little resemblance to the way they did five years ago.

Medium is a very image-centric platform for content grouped around specific themes. The idea is that users create certain "collections", which are grouped around a theme. Sometimes, these collections are closed, but they can be open to extra contributions. Williams explains (on Medium, of course):

Collections give people context and structure to publish their own stories, photos, and ideas. By default, the highest-rated posts show up at the top, helping people get the most out of their time in this world of infinite information.

Together, the contributions of many add up to create compelling and useful experiences. You may be inspired to post one time or several times a day—either way is okay. If you’re more ambitious, you might create a collection of your own.

Collections exist on topics like editorials, things people have made, nostalgic photos and crazy stories, while the site has a voting function which, ideally, ensures that interesting contributions to those collections float to the top.

Although the design is focused around images, and reminiscent of Pinterest in its gridded layout, posts can be all text, and can indeed be quite weighty. In terms of the (small-m) medium, Medium looks to be encouraging a similar approach to Tumblr (although with much more high-brow content, ideally). Lots of images, some text, and a few links out. The idea is that the individual posts become something more when the group as a whole takes over.

Branch is far more about the conversation as a whole. At its heart lies a question and answer format similar to Quora, another Silicon Valley darling. Users start conversations with an opening post, and can then invite others to join in. The chats are readable by anyone, but only invited users can contribute - but, importantly, anyone can click on any post to "branch" it into its own thread.

Topics being discussed at the moment include today's changes to Twitter's platform, TEDx, an offshoot from the popular TED conferences, and Obama's re-election prospects.

It's easier to describe than Medium, but that's partially because it's a far simpler service. It knows what it wants to be, but there's far less chance for users to discover.

How do they work with Twitter?

If it wasn't clear before that these sites need to work with Twitter, rather than against it, the company today announced changes to the way they deal with third-party apps and services which appear to be a precursor to banning many of them from the network entirely.

Branch is most explicit about how it would mesh with Twitter. It sees itself as a way to take those long, unwieldy five- or six-participant conversations off-site to somewhere where arguments can be developed in a bit more length. As seen in this discussion, it even encourages you to embed tweets to begin the chat.

Medium targets itself at a different sector. It still links to Twitter - right now, the only way to sign up for an account is to use your Twitter account, for instance - but there are few explicit connections between the two services. Its target is different, lying somewhere between Tumblr and Pinterest. The most interesting claim the founders make about it is that it will not require massive engagement to get noticed on - which is a problem with both those sites. If everything works as stated, then a first post could become the most "interesting" one on the most-read board. In this, as with its voting mechanic, Matter actually bears more than a passing resemblance to Reddit. Submit cool things, get up-votes, and be read by the crowd, all of which is fragmented over boards which anyone can create.

Reddit, of course, co-exists admirably with Twitter, so there should be no problem there.

When I wrote on Twitter's API changes, I argued that even worse than the ill-thought out rules being strictly applied is if they aren't strictly applied – if, as there are indications, Twitter gives "good" sites an easier ride.

Sadly, Branch just adds to that notion. While the site will doubtless play well with Twitter, it breaks several of the company's design guidelines (soon to become design requirements). Tweets are displayed without retweet, reply, or favourite buttons, names are displayed without the username next to them, and the Twitter logo is not always displayed in the top right corner. Despite this, something tells me it will not have its API access revoked.

Do they have a hope?

The real question, of course, is whether these things can grow beyond the initial hype. Are they filling niches that need to be filled? Can they encourage users to switch from competing services? And will they work as they scale?

Of the two, Branch is the one which has the more obvious chance of success. It is easy to imagine people saying "let's take this to Branch" when a conversation on Twitter gets out of hand, and the integration between the two services makes that something even the least technologically-minded user can do. Obviously the "featured branches" view of the site would gradually fade into the background as it grew, just as you can't get a whole site feed for Twitter anymore, but this is to be expected; as Dalton Cadwell argued, the global feed is useful for avoiding anti-network effects (where a site gets less useful the more people are on it; compare, for example, Yahoo! Answers and Quora) in a growing site, but useless once something reaches critical mass.

Medium is a different beast entirely. Its problem is getting people to use it. Is it a Tumblr replacement? Pinterest? How should you get content into, and out, of it? Is it for ephemeral posts, or will it have a working archive?

Yet if it does work out – if people do start sharing wonderful things, and telling each other "nice work!" (the equivalent of an up-vote, to use the Reddit analogy) – then Medium has a chance of being, not just a useful addendum to other social networks, but a hub in its own right. Reddit has 35 million users, and an incredibly engaged community. Who wouldn't want a piece of that?

 

Medium and Branch.

Alex Hern is a technology reporter for the Guardian. He was formerly staff writer at the New Statesman. You should follow Alex on Twitter.

Photo: Getty/New Statesman
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The mother lode: how mums became the ultimate viral fodder

The internet’s favourite joke used to be "your mum". Now it's "my mum".

“I was like: oh my.”

Terri Squires is describing her reaction to the news that she had gone viral. Last month, more than 213,000 people shared a tweet about Terri – but it wasn’t sent from her account. The 50-year-old Ohioan was propelled to internet stardom by her son, Jeff, who had tweeted about his mother.

“I didn’t really realise what it meant at first until he was like: ‘Mum, you do realise that millions of people have looked at this?’ … When I started seeing those numbers I was like: ‘Oh boy’.”

It’s a funny story – and Terri laughs heartily all she tells it. After coming out of a meeting, she checked her phone and noticed a picture of a missing – white – dog on Facebook. She quickly texted 17-year-old Jeff to check that the family dog, Duey, was safe. “That’s not Duey… Duey’s face is brown,” replied her son. “OK – just checking,” replied Terri.

More than 600,000 people “liked” Terri’s mistake after Jeff shared screenshots of the text message exchange on Twitter. But Terri is just one of hundreds of mums who have gone viral via their sons and daughters. Texts mums send, mistakes they make, things they fail to notice – these have all become the ultimate viral fodder.

In the last three months alone, Gerald’s mum went viral for a microphone mishap, Adam’s mum shot to Twitter fame for failing to understand WhatsApp, Lois’ mum got tricked by her daughter, Harry’s mum was hit in the head with a football, Hanna’s mum misunderstood a hairstyle, and Jake’s mum failed to notice her son had swapped a photo in her home for a portrait of Kim Jong-un.

But how do the mothers behind these viral tweets feel?

“I'm pretty much a mum that everybody wants to talk to these days,” says Terri, with another warm laugh. The mum of three says going viral “is not that big of a deal” to her, but she is happy that her son can enjoy being a “local superstar”. But is she embarrassed at being the punchline of Jeff’s joke?

“Believe me, I have thick skin,” she says. “I kinda look at what it is, and it’s actually him and his fame. I’m just the mum behind it, the butt of the joke, but I don't mind.”

Not all mums feel the same. A handful of similar viral tweets have since been deleted, indicating the mothers featured in them weren’t best pleased. A few people I reach out to haven’t actually told their mums that they’re the subject of viral tweets, and other mums simply don’t want any more attention.

“I think I’ve put my mum through enough with that tweet already,” says Jacko, when I ask if his mum would be willing to be interviewed. In 2014, Jacko tweeted out a picture of his family writing the word “cock” in the air with sparklers. “This is still my favourite ever family photo,” he captioned the tweet, “My mum did the ‘O’. We told her we were going to write ‘Love’.”

“No one ever expects to call home and say ‘Mum, have you heard of something called LADbible? No, you shouldn’t have, it’s just that a quarter of a million of its fans have just liked a photo of you writing the word ‘cock’ with a sparkler’,” Jacko explains.

Although Jacko feels his mum’s been through enough with the tweet, he does say she was “ace” about her new found fame. “She’s probably cooler about it all than I am”. Apart from the odd deletion, then, it seems most mums are happy to become viral Twitter stars.

Yet why are mums so mocked and maligned in this way? Although dads are often the subject of viral tweets, this is usually because of jokes the dads themselves make (here’s the most notable example from this week). Mums, on the other hand, tend to be mocked for doing something “wrong” (though there are obviously a few examples of them going viral for their clever and cunning). On the whole: dads make jokes, mums are the butt of them.

“We all think our mums are so clueless, you know. They don’t know what’s going on. And the fun thing is, one day we come to realise that they knew way more of what was going on than we thought,” says Patricia Wood, a 56-year-old mum from Texas. “People always kind of make fun of their mums, but love them.”

Last year, Patricia went viral when her daughter Christina tweeted out screenshots of her mum’s Facebook posts. In them, Patricia had forgotten the names of Christina’s friends and had candidly written Facebook captions like: “My gorgeous daughter and her date for formal, sorry I forgot his name”. Christina captioned her tweet “I really can't with my mom” and went on to get more than 1,000 likes.

“I felt, like, wow, it was like we’re famous, you know. I thought it was really cool,” says Patricia, of going viral. Her experiences have been largely positive, and as a part-time Uber driver she enjoys telling her customers about the tweet. “But I did have one bad experience,” she explains. A drunken passenger in her car saw the tweet and called Patricia an “asshole”.

Another aspect of viral fame also worried Patricia. She and her daughter were invited on a reality show, TD Jakes, with the production company offering to pay for flights and hotels for the pair. “I have too many skeletons in my closet and I didn't want them to come dancing out,” says Patricia, of her decision not to go. “By the time I got off it, it would be the Jerry Springer show, you know. I’m kind of a strange bird.”

On the whole, then, mothers are often amused by going viral via their offspring – and perhaps this is the real beauty of tweeting about our mums. Since the moment they earn the title, mums can’t afford to be fragile. There is a joy and relatability in “my mum” tweets – because really, the mum in question could be anyone’s. Still, from now on, mums might be more careful about what they tell their sons and daughters.

“When I send Jeff a text now I make sure I’m like: ‘Is my spelling correct? Is what I’m saying grammatically correct?’,” says Terri, “Because who knows where the words are gonna end up?”

Amelia Tait is a technology and digital culture writer at the New Statesman.