In this rapidly evolving age of information, the way in which media is consumed is constantly changing. Readers’ attention spans are limited and with only 24 hours in a day it makes sense to filter out relevant information from spam — finding the “signal” in the “noise.” Flipboard, an online, magazine-formatted social mobile app, does just that. Users can create “customized” magazines or follow others’, based on industries and topics of interest. Magazine content is also shareable, giving users the option to post to their social media sites or email to friends. Magazines are curated by “flipping” content from anywhere on the web seamlessly into niche-focused flipboards. What makes this app even more successful is the ease of use; with just a swipe of the finger you can access a myriad of content. The combination of personalized content and aesthetic ease make this app a game changer.
To date, over 53 million users have “flipped” through upwards of 6 billion pages a month. And with over 500,000 personalized magazines created, there are flipboards devoted to grilled cheese sandwiches, pre-1998 Porches and 20th-century architecture — nothing is too obscure! For businesses looking to leverage this app and share their own flipboards, there are some best practices to keep in mind.
First, the 80/20 rule. Users are less likely to subscribe to a flipboard that is only dedicated to one brand or message. It’s important, therefore, to have a mix of related content, with 80 percent flipped from across the web and 20 percent dedicated to brand promotion and content. For example, take Levi’s flipboard: The brand has done an excellent job pulling from social media sites and providing a well-rounded magazine dedicated to Levi fashion. As the magazine opens up on its first page there is a post from a Pinterest user on ways to wear a Levi denim shirt next to a photo of Rihanna rocking a pair of 501s. Flip to the next page and there is a Levi’s YouTube video promoting its recent Liberty London line flipped next to a tweet from actress Kate Bosworth, who is wearing a Levi’s jacket. The mixture of brand and user content from across the web makes this flipboard attractive to fashionistas and Levi aficionados.
Levi’s Flipboard.
Social media can play a large role in attracting visitors to your magazine. Flipboard makes it easy by consolidating your Twitter, Facebook, Instagram, or Google + feed into a magazine into which you can then “flip” your brand flipboard posts. Likewise, Flipboard is searchable by hashtags, letting you access and share related content easily. Tweeting your flipboard link will help increase subscribers and your board’s visibility across platforms.
Another example of social media integration into Flipboard is the creation of a magazine based on an event or hashtag. Let’s take the Consumer Electronics Show that happens annually in Las Vegas. The hashtag #CES is easily searchable, and you can create a magazine devoted to housing important social media posts as well as relevant articles from the convention. Subscribing to the CES flipboard will give readers an encompassing view of important events happening as well as consumer insight. The use of these types of filters and organizational tools is shaping the way we consume media.
Finally, it’s important to be transparent about who is curating your board, and include some personal twists. I recently created a flipboard, Discovering Dentistry, for the dental website I publish, and the tag line is, “All things dentistry with a twist of food, technology, and community.” Readers know from the title that this magazine is dedicated to dentistry, but because of my personal interests (food, technology, and community) I find ways the two intersect. For example, I included an article about “Foods For Healthier Teeth” to appeal to my foodie side. Similarly, I “flipped” an article on “The 5 Best Dental Apps” for dentists to use in their offices, because I’m interested in how apps and technology can change the dental industry. It’s this type of media melting pot that makes Flipboard both unique and extremely useful.
Discovering Dentistry Flipboard.
These best practices will get you started on your brand’s flipboard but it’s important to stay relevant and flip content daily. Engage with and subscribe to others’ magazines to build a community and utilize social media to increase your following. Happy flipping!
About the author: Alexis Goodrich is the brand manager at Best Dentist Guide, a free guide that helps in selecting the best professional for your dental needs. Subscribe to her flipboard, Discovering Dentistry or follow her on twitter, @thedentistguide