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How a young startup is contending with giant competitors

(Tech News) When an idea comes about, many people are discouraged because their competitors are gigantic, but that didn’t stop one startup from skyrocketing to 25 million users.




weheartit startup

How do you launch a brand when your competitors are so huge?

You have an idea. It’s a good one. You have identified a need in the market, and your research indicates that you’re sitting on a mint. You have your business plan put together, but you hesitate because you have competitors that have been around for a long time and are multi-billion dollar companies. Eventually, that hesitation eases, because you realize that you have a better way of doing it, and consumers are clamoring for it.

We Heart It is an image-based social network startup, and launched in the middle of some pretty huge competitors. But, they’ve already surpassed 25 million users and say they are seeing one million new signups every month. They decided to nix comments to so away with bullies, making it popular with younger users. So how do they compete with Instagram, Facebook, and even Twitter?

Ranah Edelin, CEO of We Heart It says that competing with mega-funded, mega-sized social networks keeps them on their toes. “Seriously, it is very humbling to be compared to a lot of great companies in the social space who have hundreds of employees and hundreds of millions of dollars in investment.”

Edelin added that “It is also extremely motivating when you look at how large and active our community of 25 million is and how favorably we compare to these same services that have many more resources than we do. It keeps our team focused and ensures that every member of our 18-person team contributes a lot to our service and its growth.”

Was the goal to disrupt?

“Our service was originally started as a personal project by a design student named Fabio who wanted to collect and organize images that he could refer to later for design inspiration,” noted Edelin. “It was his first coding project and he originally called it “I heart it” because it was just for his personal use. He shared it with some of his design friends who immediately asked him for an account of their own. He added the ability for others to create accounts and changed the name to We Heart It and it just took off from there.”

The company has focused on natural and organic growth and iteration, seeking to stay true to their roots rather than disrupt. Edelin said, “We believe that we complement the existing social ecosystem quite well and that the positive, supportive, and expressive tone of our community is quite unique.”

They have also benefited from the shift in technology to mobile, with over 80 percent of their traffic coming from mobile devices, and they’ve enjoyed the “coveted” teen and young adult demo, with over 80 percent of their users under the age of 24.

What have you done differently to attract so many young users?

Edelin said, “We have always focused on the two most important things any company in our space should focus on: our users and our service. For example, we never talked to the press about We Heart It prior to June of 2013, even though we had over 20 million users and were already extremely popular in our core demographic. I think the fact that our service has been “under the radar” with mainstream press has helped our community really embrace We Heart It as their own…..they love We Heart It and have really helped spread the word for us.”

He added, “I should also say that the best way to stay true to our users and the service is to have a really amazing team working at We Heart It. We spend a lot of time vetting each person who joins our team and making sure that everyone has the ability and opportunity to contribute in significant ways. It’s really rewarding and necessary for each member of our team to have a large impact on the success of our service!”

Why did you determine that comments should not be a feature on the site?

“From the start, We Heart It has really embraced the notion of constrained design, a concept made popular by the likes of great services like Twitter and Vine,” said Edelin. “The heart (pun intended) and soul of We Heart It is our users and the images they share. The lack of comments forces people to really focus on those two things (users and images) and to find more creative ways to express themselves to their followers and the broader community. That’s why you see a decent amount of images with text overlaid on them…the image becomes a self-contained unit that fully captures how someone is feeling or what they believe is important.”

“The lack of comments also allows our community to really stay positive, supportive, and “bully-proof.” The only action another person can take towards another person on We Heart It is a positive one (heart the image or follow the person),” Edelin added. “That has made We Heart It a much more authentic community where people can share how they’re feeling without fear of backlash from others. This is especially important given the cyber-bullying that happens on some of the other social networks that makes people, especially young people, feel a lot of pressure and even fear on those social networks.”

Businesses and We Heart It

Edelin said that any company seeking a young audience should set up an account and share “beautiful, inspiring, expressive, and authentic” content. “We also get a lot of fan tributes to We Heart It which is always fun to see… they basically unleash their creativity around the We Heart It brand and the results are pretty amazing. For example, here is an image on our service made by a user that has been hearted over 180,000 times that really captures what makes We Heart It special and unique”

We Heart It says they have just announced their new Partnership Program with initial participation from Conde Nast brands Teen Vogue and Lucky, as well as some other great consumer apps with strong traction in their core demo. “Our team can help onboard new brands and help them maximize their presence on We Heart It by helping them do things like create a verified We Heart It account, learn about best practices and how to get more followers on our platform, and how to implement our “Heart It” button on their mobile app or website to make it easier for their content to appear on We Heart It,” Edelin concluded.

Marti Trewe reports on business and technology news, chasing his passion for helping entrepreneurs and small businesses to stay well informed in the fast paced 140-character world. Marti rarely sleeps and thrives on reader news tips, especially about startups and big moves in leadership.

Tech News

The top 10 most ridiculous job titles in tech

(TECHNOLOGY) The tech industry is an interesting sector – diverse, open-minded, beautifully nerdy, and sometimes trying too hard, especially when it comes to job titles.



ridiculous job titles

When it comes down to it, the Internet is all about memes and people constantly getting mad about one thing or another. I’m usually playing on the side of memes, but I joined the other group when I stumbled upon a CB list of the 25 Most Absurd Titles in Tech.

Absurd doesn’t even begin to cut it.

This list is a perpetual head-shaker and there’s clearly some stuff going on in the world of tech that needs to get a reality check.

All 25 of these titles are terrible, but I challenged myself to narrow it down to the 10 worst. Let’s work our way backwards.

10. Full Stack Magician – First of all, a small typo in the second word could really change your profession. Second of all, my concept of a Full Stack Magician is the guy walking around Denny’s playing card tricks for a few extra bucks on a Saturday night. How in the world am I supposed to know that “magician” is shorthand for “engineer”? Two very different things, friends.

9. Humbly Confident Product Designer – I don’t know about you, but humble and confident are often times two traits that don’t sit at the same table, let alone work together to describe a job title. As you might guess, it’s someone in product design who is self-assured. And humble about it. To me, this is something that should be determined in an interview personality test and a reason behind why one gets the job of product designer. It should just be included without having to be part of your LinkedIn title.

8. Chief Heart Officer – What comes to mind here is Dr. Webber on Grey’s Anatomy. This title was developed for Claude Silver of VaynerMedia in 2014. “Being Chief Heart Officer means being in touch with the heartbeat of every single person at this agency,” she later wrote. A nice concept, but, come on.

7. Galactic Viceroy of Research Excellence – This one, developed by Microsoft (really, y’all?), has Star Trek written all over it. Apparently it was developed for Microsoft’s researcher, James Mickens, due to his personality. Should your personality really influence your job title? This Staff Writer votes “nope.”

6. Meme Librarian – I put this on here because I’m both jealous and confused. Getting paid to archive memes? Sign me up! But, also, what the hell? According to CB, this title was invented at Tumblr to describe the role occupied by Amanda Brennan, who researches fandoms and trends. The Tumblr team uses the data collected by Brennan’s team to better understand the unique communities, languages, and relationships that emerge on the platform.

5. Remote Funnel Marketing Ninja – Am I supposed to be going to work with this title or mastering a game on Super Nintendo? Responsibilities apparently include “architect[ing] funnels based on customer goals” and “creat[ing] & connect[ing] ActiveCampaign lists to Gravity Forms in landing pages.” Neat job description, but the job title is trying too hard.

4. Tax Wrangler – This is funny to me because I’m picturing getting audited by John Wayne. What it actually means, according to Automattic is, the in-house tax wrangler is in charge of “researching multi-state sales and use tax regulations” and working on “sales, property, excise and VAT taxes” for a company of 600+ people. Ok, sure.

3. Security Princess – Okay, but do I get to wear a beautiful gown and crown? Why the gendering of a role!? This title was designated to Parisa Tabriz at Google where she was formerly a security engineer. Her job was to find holes in the Chrome browser. I’m confused where Cinderella comes into play, but, whatever.

2. Weekend Happiness Concierge – In my travels, this title belongs to whoever owns the couch I’m crashing on any given weekend (I kid). This is simply a customer support agent, with concierge derived from the powerful role in 18th century European courts. To me, it just sounds like someone who brings you an extra pillow at a hotel.

1. SVG Badass – It was hard to pick number one, but I had to go with this. You mean to tell me that you’re going to walk into a networking event filled with other professionals and hand out business cards that say “badass”? In tech events, that will fly, but not outside of that bubble. Change the ‘bad’ to ‘dumb’ and we’ll be on the same page.

In order of #1-25, the original list consisted of: Innovation Evangelist, Dream Alchemist, Weekend Happiness Concierge, Happiness Engineer, SVG Badass, Time Ninja, Innovation Alchemist, Security Princess, Retail Jedi, Software Ninjaneer, Tax Wrangler, Remote Funnel Marketing Ninja, Content Hero, Meme Librarian, Happiness Manager, Conversion Optimization Wrangler, Galactic Viceroy of Research Excellence, Innovation Sherpa, Digital Prophet, Chief Heart Officer, Brand Warrior, Wizard of Light Bulb Moments, Direct-Mail Demigod, Full Stack Magician, Humbly Confident Product Designer.


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Tech News

Make it harder for Facebook to track you around the web

(TECH NEWS) Facebook remains in hot water, but you can make a simple choice that puts you in control of your data. Check it out.



facebook container

Firefox has long been an industry leader in security, which is why it’s no surprise that they’re the first large browser to roll out an anti-tracking add-on geared toward making life difficult for everyone’s favorite social media platform: Facebook.

Facebook Container is a deceptively powerful add-on, allowing you to prevent Facebook from tracking and analyzing your browsing behavior while you navigate around the Internet. After installing it in Firefox like any other add-on, you log into your Facebook account inside of the container; from that point on, any Facebook tracking will be confined to the Container tab in which you’re using FB.

The primary purpose of the add-on is, of course, to limit the amount of information that Facebook can extrapolate from your browsing history. There’s still plenty of information that you can give to Facebook simply by scrolling through your News Feed page, but at least they won’t know what size of underwear you’re buying.

Another obvious ramification of using Facebook Container is its ad-blocking capabilities. Unlike a traditional ad-blocker, it won’t force-hide ads; instead, it will hide your activity, meaning you’ll see fewer targeted ads based on your browsing activity and habits. This is likely to cut down on frustration from users who feel inappropriately targeted or singled out by the social media giant’s often-invasive ads.

In addition to its numerous qualities, it also comes with a few downsides—though for the privacy-minded, they’ll probably not feel like game-changers. The main issue is that sharing buttons and those cute little “Like” buttons you see all over the Internet won’t work when you use the add-on since you’ll be logged out of FB everywhere else in Firefox.

Naturally, using the social media buttons outside of the Firefox add-on kind of defeats the purpose of using the add-on to begin with, so this shouldn’t be a huge problem.

You also won’t be able to log into websites that use your FB login information as a credential automatically, which—as Mozilla puts it on the product page—is “to be expected.”

If you’re the kind of person who says “I’d delete my social media accounts, but I need it to stay in contact with so-and-so,” at least once a week, this add-on for Firefox may be for you—and, even if you aren’t a Firefox user, their browser updates over the past six months make switching worth a try.

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Tech News

Anti-surveillance mask – creepy, ingenious, or potentially illegal?

(TECHNOLOGY) Advances in surveillance tech have impressed the masses, but as our cultures consider the risk and reward, some are preparing to protect themselves from overreaching technologies and governments.



anti-surveillance prosthetic

How many surveillance cameras do you pass when you walk down the street? Most of us don’t know and prefer not to think about it. We know that public and private entities, from social media sites like Facebook, to law enforcement agencies, are using facial recognition software. In most cases, we haven’t actively consented to this surveillance, and we don’t know what will be done with information – but it also seems like there’s not much we can do about it.

Enter artist Leo Selvaggio, who is interested in “increasing the amount of public discourse about surveillance and how it affects our behavior in public space.” Selvaggio has launched a venture called URME Surveillance, whose focus is “protecting the public from surveillance and creating a safe space to explore our digital identities.”

URME is doing this is in an unusual, and admittedly kind of unnerving way. The site provides masks, in the likeness of Selvaggio’s face, that you can wear in public to protect your own mug from ending up on file. These “Personal Surveillance Identity Prosthetics” are sold at cost – Selvaggio isn’t in it for the profits. There’s a $200 resin prosthetic, a set of 2D paper masks for large groups (protestors?), and a downloadable PDF paper mask that fits together like a 3D puzzle, giving the mask more dimension than the flat, 2D version.

paper anti-surveillance

“Our world is becoming increasingly surveilled. For example, Chicago has over 25,000 cameras networked to a single facial recognition hub,” explains the URME website. “We don’t believe you should be tracked just because you want to walk outside and you shouldn’t have to hide either. Instead, use one of our products to present an alternative identity when in public.”

Is this product a genuine solution to non-consensual surveillance? Or is it simply an artist’s attempt to make a statement? The 3D resin mask is fairly realistic, but with the wearer’s eyes peeking out of the mask’s holes, it’s creepy, to say the least.

anti-surveillance face

While the mask may thwart surveillance cameras, it will probably attract attention from other people nearby – so perhaps anonymity isn’t the goal.

It’s more about making sure that your face doesn’t end up in a databank; or at the very least, inspiring conversation about the topic of public surveillance. Potential customers should also be advised that many states and cities have laws against wearing masks in public.

Regardless of the ultimate intention, the fact that Selvaggio is willing to sacrifice his own likeness to Big Brother means that he takes the issue seriously. Cameras linked to facial recognition software will identify and track Selvaggio, regardless of who is under the mask. URME has actually tested the product using Facebook’s “sophisticated” facial recognition software.

Selvaggio even acknowledges that people could use the mask to commit crimes, which could land him in hot water. However, he has “come to the conclusion that it is worth the risk if it creates public discourse around surveillance practices and how it affects us all.”

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