In the summertime of 2005, Alexis Ohanian, a tech entrepreneur, despatched an electronic mail to his colleague Steve Huffman with an ominous topic line: “Meet the enemy.”
The physique of the e-mail contained only one line — a hyperlink to Digg, a community-focused social message board the place individuals shared and mentioned information articles and hyperlinks to different websites they discovered attention-grabbing. Mr. Ohanian and Mr. Huffman, who had based an identical effort known as Reddit, set their aggressive sights on Digg and its founder, Kevin Rose.
Within the 20 years since, these entrepreneurs have gone onto different initiatives and, in true Silicon Valley trend, dipped into different elements of tech. Alongside the way in which, Digg, which went from in style to not, all however died.
On Wednesday, Mr. Rose introduced that he had purchased again Digg for an undisclosed sum from Cash Group, a digital media firm, and would rebuild it to tackle Reddit. And he’s doing it with an unlikely ally: Mr. Ohanian.
“That is the right time to revisit this concept with recent eyes,” Mr. Rose, 48, now a enterprise capitalist at True Ventures, mentioned in an interview. He mentioned social media had grow to be so ubiquitous that “it doesn’t should be winner take all,” including that “we don’t have to take down Reddit to win.”
Mr. Rose and Mr. Ohanian, 41, are relaunching Digg when social media is in tumult. Elon Musk, who purchased Twitter in 2022 and renamed it X, has turned the platform right into a mirror of himself. Meta, which owns Fb and Instagram, is changing into extra video-focused to compete with TikTok. And Reddit, which went public a 12 months in the past, has added gamelike options to nudge customers into spending extra time on the location — and extra time promoting.
Amid this upheaval, Mr. Rose and Mr. Ohanian sensed a possibility to reinvent Digg in a manner that might reduce by a number of the pitfalls of recent social media and give attention to “connection and humanity” on-line.
“The world has modified a lot prior to now few years,” Mr. Ohanian, who left Reddit’s board in 2020, mentioned in an interview. “When Kevin advised me he was shopping for again Digg, there was part of me that thought, ‘Properly, rattling, might we do it once more?’”
Not way back, Digg was on high of the world. Based in 2004, it was amongst a category of early social information websites, resembling Slashdot, del.icio.us and Reddit, that relied on a group of unpaid customers to curate articles or subjects of curiosity from throughout the online. Digg stood out for its strong person base of energetic contributors, who repeatedly returned to the location.
The corporate raised tens of hundreds of thousands of {dollars} and fielded acquisition gives from Google and others. In 2006, Mr. Rose posed for a now-infamous photograph on a BusinessWeek cowl, sporting a large grin and giving two thumbs up, with the headline “How This Child Made $60 Million in 18 Months.” (Mr. Rose hated the photograph.)
The duvet proved unwell fated. Digg later launched a redesign of its website that its group extensively rejected. Customers ultimately left in droves, as did executives. Mr. Rose left Digg in 2012. That very same 12 months, the corporate was divvied up and bought for elements to Betaworks, LinkedIn and The Washington Submit.
In distinction, Reddit turned a viable enterprise. Mr. Huffman, who had left the location for different initiatives, returned in 2015 and stabilized the corporate. Now 41, he has made Reddit’s as soon as laissez faire content material moderation insurance policies extra stringent, main advertisers to embrace the location.
A few of these adjustments generated a backlash. Some Reddit moderators of “subreddits,” the boards devoted to subjects like guitars or basketball or cute puppies, mentioned they felt uncared for by administration. In 2023, a whole lot of subreddits went darkish after a number of govt choices upset moderators, threatening Reddit’s enterprise.
Seeing the uproar, Mr. Rose, who had dabbled in investing and different start-ups, determined to behave. He was itching to get again to his roots in social and group websites, he mentioned, and all the time regretted the way in which issues had ended with Digg.
“I look again on how that firm was run, and I used to be simply very fearful to face up for myself in a number of circumstances,” Mr. Rose recalled. “I simply didn’t have the maturity to exit and ask the robust questions.”
Mr. Rose started laying the groundwork for a Digg comeback. He ran 1000’s of {dollars}’ price of focused adverts throughout Reddit with detailed questionnaires for moderators, asking concerning the greatest difficulties overseeing subreddits and different points. He ran the outcomes by a synthetic intelligence program to consider new methods for addressing the issues.
“These moderators are pouring their lives into this,” he mentioned. “We expect we will do it higher.”
He additionally reached out to Mr. Ohanian, with whom he had bonded over the scars of working their platforms. Mr. Ohanian mentioned he had “all love” for his former firm. “On the finish of the day, Reddit was an enormous a part of my life,” he mentioned.
Mr. Rose and Mr. Ohanian raised an undisclosed quantity of funding to repurchase Digg and to construct a brand new model of the corporate. Their traders embody True Ventures, the place Mr. Rose is a accomplice, and Seven Seven Six, a enterprise agency based by Mr. Ohanian.
In addition they employed fewer than a dozen engineers and designers for the brand new Digg and introduced on Justin Mezzell, a longtime collaborator of Mr. Rose’s, to be chief govt. Mr. Rose and Mr. Ohanian will be part of Digg’s board, with Mr. Rose as chair.
Invites to the brand new Digg will likely be distributed within the coming weeks, they mentioned, and the location will primarily be geared toward individuals on cell units. A.I. may also play a bigger half in making Digg extra accessible to customers, Mr. Rose mentioned. For example, he mentioned, a group of science-fiction fanatics might have their discussions translated into Klingon, the language utilized by the “Star Trek” alien race of the identical title. A.I. instruments may also assist cut back spam, misinformation and harassment, he mentioned.
Much less glamorous — however maybe most vital — will likely be their consideration to moderators. Mr. Ohanian and Mr. Rose mentioned they needed to empower moderators with higher instruments to assist preserve on-line communities, which retains the location welcoming to customers.
“What we by no means targeted on is the again finish,” Mr. Ohanian mentioned, referring to the instruments and options that moderators lean on. “However it’s the again finish that basically, actually issues.”
The preliminary response to Digg’s relaunch could also be muted, Mr. Rose mentioned, with some individuals prone to see the resurrection as a cute nod to a retro model of the social net. However he has grand plans, he mentioned.
“As a result of there are such a lot of giants on this house which can be going to be gradual to maneuver, it implies that we may be nimble,” Mr. Rose mentioned. “We gained’t have every little thing we wish Digg to be on Day 1. However a 12 months from now, we will likely be having a really totally different dialog.”