
(credit: Nan Palmero)
Imzy is trying to be everything you want out of Internet community, minus the awfulness. Founded by a group of ex-Reddit employees, including Dan McComas and Jessica Moreno, the company has raised $3 million in investments, partnered with Lena Dunham and Dan Harmon's online communities, and attracted tens of thousands of users in closed beta. They did it based on one promise: they would not be like Reddit. What exactly that means depends on what you hated about Reddit in the first place.
For people like Dunham—whose email list known as Lenny Letter already has its own verified group in the new community—Imzy means being free from a lot of the harassment and trolling that haunts other platforms. Imzy CEO McComas told Ars via phone that part of the company's strategy is inviting a wide range of groups including Lenny Letter and Black Girls Talking to be part of Imzy from the start. "We're trying to get diverse groups to work with us now, because [as the company grows] you're only as diverse as your private beta. People tend to bring in people like themselves," he said. "If we waited a couple of years to address this, it would be too late. We would already have a cultural norm and that's tough to change." Essentially, Imzy is hedging against developing a community that would embrace groups like Reddit's racist r/CoonTown or the pro-rape subreddit r/rapingwomen. McComas added that a big part of their strategy is to pay community moderators—they have two working full time on staff already. "At Reddit, there was one staffer per 20 million unique visitors. We think we need a higher ratio of staff to community members,"
But as McComas admits, creating good policies around community and diversity don't really rake in the dough. That's why the backbone of Imzy is going to be their tipping and payment system. Currently the beta allows users to tip moderators and other community members, but in the long term the idea would be for each community to figure out how it wants to use its payment system. Comedian Dan Harmon, creator of the cult hit Community, has an Imzy group called Harmontown where members can pay $5 per month to listen in while Harmon tapes his weekly podcast. Imzy gets a cut of those payments. In the longer term, with Imzy providing a variety of tools for buying and selling, groups might form around selling clothing, games, or art. Imagine joining a group devoted to homebrew telescopes, and meeting people there who would sell you their latest kits, to your exact specifications. For Imzy, that's the goal.
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