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Floost Launches Blogging & Content Aggregator Platform; Tries To Do Everything

Floost.com, previously known as Blinkk.me, is a personal identity service which also acts as a blogging platform as well as an aggregator. The site, launched by Nogle Technologies Private which had received funding from Info Edge,  is still in live beta.


If you’re a fan of Pinterest.com, which is now the third most visited social network, you might notice that Floost borrows its looks shamelessly from Pinterest, but is very easy on eyes.

Getting started & Features

Signing up for an account was easier thanks to Facebook connect and the site also helped us in getting started with a few things at first, including a subdomain for the blog. It allows users to import old blog posts from WordPress, Tumblr, Posterous, and Blogger. Like Tumblr, users can post content like text, link, image, video, quote, and email. However, it does not have any separate stylesheet or look for different kind of content: whether it is text, link, image, video, quote, or email, it all looks the same. Floost supports commonly used audio and video formats like .wma, .au, .ra, .wav, mp3, mp4 and 3GP.

Users can re-post (similar to re-pin in pinterest), “like” the post and comment on it. Like Posterous, which was acquired by Twitter in March, Floost also provides the ability to post content via email. All that users have to do, is add email ids in account settings which they’d be using to post content, and mail it to post@floost.com

Floost integrates the social element, in the sense that when one posts content, it allows them to share it on Facebook and Twitter. The blog post once published also allows users to like the post, tweet it out, share it on Linkedin, and +1 it. One thing that we noticed is that when we published a post via web, email, and our Tumblr import, it displayed very prominently that the post had been posted via web, had been emailed, or was imported, respectively. Probably, they are going to provide API’s to developers in future to enable posting from third party apps.

One thing that distinguishes Floost from other blogging and aggregators is that users can pre-define their interests and share content. For example, we defined our interests as Startups, Mobiles, Travel and Guitar. Floost has a suggestion tab wherein it suggests content that’s tagged as Startups, Mobiles, Travel and Guitar.

What works against them?

Floost is still aiming big calling itself a blog. We couldn’t figure out how to navigate to our domain name on Floost. The posts that appeared as suggestions did not match interests selected, and we were given with posts like these. If someone makes a spam post and tags it as ‘startup’, there’s a high chance that it might land up on the suggestion tab.

Apart from that, Floost also has a very irritating feature from the ’90s: When you click on a post with an external link, it opens in a new tab but under the Floost website inside an iframe.

Our Take

Floost is very ambitious in what it wants to do and has borrowed a bunch of features from all blog aggregators out there. It wants to be the users’ identity like AOL’s about.me,and wants to have a visually attractive homepage like Pinterest. It wants users to post content in a very Tumblr-ish way, and to provide an easy way to share content via emails like Posterous did. However, the only novel idea of also acting as a curator is a flawed one, in some ways.

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