Amidst all of the Instagram-Facebook focus, our attention has been collectively distracted. But as it turns out the world of social media kept on turning this week, and one of the best examples of that is Everyme.
The just launched iOS app has a familiar story: it’s built around the idea that we want to share but we want to do it selectively. Gone are the days when generalized groups and all-or-nothing dictates were good enough for users. That game has been disrupted by the likes of GroupMe and Google+ Circles, and taken to extremes like Pair. These days, users want better.
To use an analogy format that everyone loves, Everyme is like if Google+ Circles and Path had a baby. The app, which for the record is purely mobile, allows users to share content to specific groups that it helps you curate. You will have lists like “co-workers,” “close friends,” “family,” as well as “college buddies” – category naming is obviously up to you.
What helps to distinguish Everyme from the ever-growing pack is that it actually does an admirable job combing through your contacts and social networking contacts (it integrates with LinkedIn, Twitter, and Facebook) and creating designated groups. Which is a really important feature, because unlike many of its competitors, no part of Everyme has you going out and finding friends; it’s more like a social networking manager in this regard.
You interact with your contacts via messages that are sent through the app. So when you post something to a certain group, your network can choose whether to respond via text message, email, or the app itself. It weeds out the necessity of using the platforms it integrates. Of course if you’re prompted to create all the content here, then Everyme is going to get boring. Its Magic Stories feature is supposed to keep this from happening: it’s available under a Circle settings, and it pulls popular and interesting stories from your other accounts. For example, a relationship status change or job promotion would get siphoned into Everyme.
In short, it feels like a good recipe for Facebook hangover. It has a beautiful interface that complements a healthy dose of usability. It doesn’t try to do too much but you still get all the important bullet points from your social networks without the barrage of baby pictures and Farmville updates. Of course, you can do this within Facebook if you take the time to sort lists and hide users, but if you want to save yourself from the site as much as possible, then you’ll want to try Everyme.
It should go without saying that Everyme faces all the challenges that every other social app does: it’s not Facebook and it’s not Twitter, and getting users to make yet another social networking account is becoming more and more difficult. But somewhere in the fallout over Path privacy, the Pair hype, and Instagram sale, Everyme has been able to carve out a pretty significant amount of attention. CEO Oliver Camera told TechCrunch today that 200,000 people are in Everyme Circles and the app has been downloaded by 24,000 users. Not bad for launching on Tuesday.