In August of last year, I wrote about how Medium, the blogging platform co-founded by Ev Williams (who also co-founded both Twitter and Blogger), is, in part, an attempt to bring us back to the web we lost. One can argue, as I did, that social platforms like Twitter and Facebook brought tremendous benefits to the internet. These networks created millions of casual bloggers (I use the word “blogger” loosely here) by providing a centralized platform from which to publish, thereby largely democratizing the spread of content on the web. The unfortunate side effect of this was that millions of independent bloggers gave up their own websites and settled into these platforms where they could reach a more consistent audience, even if it meant relinquishing the controls offered by a more robust CMS and the ability to write longform content. Sure there’s always been blogging tools still out there if you wanted to write longer pieces, but they didn’t offer the network effect of Facebook or Twitter, where your followers were constantly checking in looking for new updates. Your only way of letting readers know you had a new post up was through RSS (which never had high adoption rates) or by linking to it from Facebook or Twitter and hoping you could get enough shares or retweets to drive real traffic.
The enticing aspect of Medium, in addition to its slick design, is the ability to apply the network effect to longform blogging, allowing one to amass an army of followers so you don’t feel as if your content is playing to an empty room. Within a matter of months after Medium’s launch, we began to see the emergence of independent voices penning longform essays and blog posts, and it’s begun to feel like a return to the old-school blogosphere, the anti-establishment media that flourished and excited me in the mid-2000s.
Of course, Medium faced a dilemma — not everyone has a regular longform post in them, and its platform didn’t scratch that itch you have when you just want to sound off a few sentences on a topic without having to craft a carefully-worded essay around it. For that kind of insta-punditry, Twitter and Facebook still remained the only places to fulfill that desire.
Until now. Yesterday, Williams announced a major change to Medium’s technology, “We added a way to post right on the homepage of Medium,” he wrote. “Start writing instantly. If you get inspired to turn it into something bigger, click over to the full-screen editor. Otherwise, keep it simple and publish it straight from there.” I navigated over to the front page, and sure enough, there was a status bar waiting for me, not unlike the one sitting atop my Facebook newsfeed. Actually, it is slightly different: Medium’s status bar lets you do things like insert hyperlinks as well as bold and italicize words. You can also upload photos and arrange them within the text any way you want.
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And so we finally have the merging of shortform social media posts and longform blogging. And Medium isn’t the only network to combine the two. For a long while now, LinkedIn has provided the ability to post Twitter-like updates to a newsfeed, but last year it expanded its Influencers blogging platform to everyone, allowing its millions of users to post longform thought leadership posts directly to LinkedIn. Anecdotally, I can report that an increasing number of people within my own professional network have started posting there (I upload at least one piece a week), and the company recently announced that users are publishing 50,000 pieces a week. It’s also worth noting that Tumblr has always provided the ability to post shortform and longform content, though it’s primarily known for its shorter, image-heavy posts.
It’s hard not to be encouraged by such developments. Yes, there’s a very valid argument to be made that we’re still giving too much power to these large social platforms, but this is at least one instance where they’re giving some power — in the form of more control over how our content is presented — back to us. The question now is how Facebook will respond. We’ve heard rumors that it wants to offer some way for news outlets to be able to host their content within Facebook’s ecosystem, but does this mean everyday users will have the ability to post longform content to the social behemoth? Hopefully, these recent moves from Medium and LinkedIn will spur it to action.
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