Communities have existed as long as humans have and were the first form of a social network. Communities originally existed solely offline and were signified by one’s geographic proximity to another. Thanks to the internet the world is ever rapidly becoming smaller and smaller. Nowadays communities signify online forums, blogs, and message boards. With the advent of mobile, we have yet another medium with which we can utilize to continue shrinking our world.

Successful social networks tend to grab a lion share of their users time and continue to get better with each additional user (i.e. they have network effects). In the world of media, the most important asset a platform can accumulate is the attention span of its users — my colleague David Pakman, goes into greater detail on this topic here. As the majority of consumers’ attention has shifted to mobile, anyone creating a product to attract consumers is either developing mobile first or mobile only. The majority of Facebook and Twitter’s usage happens within their mobile app, Snapchat is mobile only, and another investment of ours, YouNow, sees the majority of its viewership occurring on mobile. Yet there still isn’t a platform on mobile dedicated to the passions and interests of consumers.

Enter Amino — Amino is a suite of mobile communities, each one a social network community built around a vertical or passion. Facebook and Twitter have come to dominate the social landscape and are mass arenas for global conversation. Users invented the hashtag to allow for #interests to be segmented within general conversation streams, but there is currently no dominant player of interest communities. We believe the dramatic shift of attention from desktop to mobile provides an opportunity to build special-interest communities within apps and specifically on mobile.

We are excited to join Ben and Yin on their journey of creating the interest network! Check out the list of communities here: