Flipboard's 'social websites' are a new spin on decentralized social media

Flipboard has been one of the biggest boosters of decentralized social media. Now, the company, which is known for its social news reading app, is rolling out its latest experiment, "social websites." 

The project offers publishers and creators an easier path into what's often called the "open social web," which includes the fediverse, as well as other protocol-based platforms like Blueksy. The company says it could also help creators of all stripes wrest back control of their audiences from mainstream social media platforms and other "walled gardens."

In practice, social websites are essentially microsites that allow creators and publishers to bring together posts from decentralized platforms and RSS feeds into a single place where people can browse blogposts, newsletters, podcast episodes alongside relevant commentary from Bluesky, Mastodon and other federated services. It's also the first web-based offshoot of Surf, Flipboard's reader app designed for the open social web. 

The company has already teamed up with a handful of publishers and creators who have made their own "social websites" on top of Surf. For example, Rolling Stone created a dedicated site for its political coverage, which features posts from its writers alongside news stories. Creator David Rushing created a site called "All Net" inspired by the NBA fan community on Threads. All Net features Bluesky, Threads and Mastodon posts, alongside clips from NBA podcasters and creators on YouTube. Fans can not just follow along the feeds of these social websites, but can join in the conversation around the posts from disparate platforms in a single space.

"The social web is really promising and really awesome, but it is kind of complex and it's hard to use," Flipboard CEO Mike McCue tells Engadget. "What we're trying to do is actually make it [so] like in 15 minutes you can make one of these communities." 

Eliminating complexity is definitely something the wider protocol-based social web could benefit from. And the Surf website is refreshingly free of words like "protocol" and "federation." You can see content from Mastodon, Pixelfed (the fediverse version of Instagram), PeerTube (fediverse YouTube) without ever having to log in and figure out how to use those platforms. 

But there's also a lot of upside for individual publishers and creators, according to McCue. He's had a front-row seat to the years of volatile dynamics between publishers and social media platforms thanks to Flipboard. "They are really done with investing in yet another audience on yet another billionaire's platform where the discovery is totally black-boxed," he said. "Creators and publishers are looking for some way to basically take social media back, to own their own communities and their own relationships with their audience." 

Whether this experiment will result in meaningful traffic to publishers is less clear. The rise of Twitter alternatives hasn't always resulted in traffic gains to websites, which are also grappling with increasing pressure from AI search. For now, Flipboard has just ten social websites from publishers, though anyone can now start to tinker with the site and make their own.