Get Our Newsletter

Tech Cocktail

What is The Interest Graph? CEO Guillaume Decugis Shares Insights


Guillaume Decugis couldn’t pinpoint why he wasn’t blogging.  It’s not like he didn’t want to write – being a published author has been a dream of his since he was a teenager.  He had valuable insight –  having co-founded and sold a $120 million mobile music delivery startup, Musiwave.

“I realized I was much better at reacting to existing content and giving perspective, adding meaning,” says Decugis.

Instead of forcing what wasn’t, Decugis co-founded, an interest-based curation platform.

After signing up for an account and selecting your topic of interest, the service crawls the web for articles with relevant keywords based upon your given topic.  You decide what gets published to your page, add comments, and take suggestions from others who follow your interest.  Think Squidoo or Hubpages with a content engine, cleaner design, and better social integration.

Since it’s launch last November, has drawn 3 million unique visitors per month and 100,000 active users.  Not bad.

The concept isn’t new.  It’s the interest graph.  You’re familiar with the social graph, the online representation of how we connect with those we know.  The interest graph, similarly, connects us to what we know, or more accurately, what we pay attention to.

“We’re looking to tie the two together.  The social graph is good, it connects you to those you have a common history with. But it doesn’t mean you share all of their interests.” Decugis continues, “I’m an online gamer.  If I post my gaming stuff on Facebook, I’m going to lose all but ten of my friends. ”

Curious to learn more about the interest graph, I sat down with the co-founder and CEO to dig deeper.

Tech Cocktail:  What trends should we be looking for with the future of the interest graph?

Guillaume Decugis:  First, I think that the major social networks are going to add a lot more filtering capabilities to try to address the information overload we have from our Facebook or Twitter streams. Clay Shirky said “It’s Not Information Overload. It’s Filter Failure,” and he’s obviously being listened to: Google+ introduced Circles, Twitter bought Summify to come out with Twitter digests emails, Facebook lets us see either Top Stories or recent ones and distinguish between close friends and others.

These initiatives are clearly improving social networks but they stay designed around the social graph.

Second, we’re seeing search becoming social. We used to be in a world where search was interest-based but was a pull experience (you have to know what you’re looking for) and social was a push/media experience (enabling discovery, i.e. finding what you didn’t know you were looking for) but was a people-based experience. With Google’s recent updates, such as integrating Google+ results in Google Search, search tries to add some social serendipity for your interests.

Finally, as people get comfortable sharing not only with people they know but also reaching out to strangers, we’re seeing them want to use social sharing for their interests, and that’s where a big opportunity exists – was designed for that.  Over time, if we can network people around their interests, we can change the way people meet each other, interact or view the world. It’s kind of the “Global Brain” concept that some philosophers such as Teilhard de Chardin theorized and predicted 80 years ago.

Tech Cocktail:  How will the social graph play into the interest graph?

Decugis: Getting people to tell you their interests is hard. I would argue that the reason the interest graph initiatives historically failed is precisely because there was a lack of clear benefits for the user to offer them. Also, they tend to vary over time. founder and CEO Guillaume Decugis

Enter social, which changed that for at least two reasons. First, it made us much more open to express ourselves. Second, it created the information overload perception we have, reinforcing the value of interests.

Facebook, Twitter, and LinkedIn educated us to the social graph, and we’re now getting more and more comfortable sharing. In the professional world, we also understand better and better the marketing value of curating content to derive thought leadership and visibility benefits for a brand or a business.

But it comes with frustrations. We have been given capabilities and shown the benefits, but not the way to reach our true target audience, which rarely is limited to our own social graph. Thinking in terms of interest graph means leveraging the social graph and social media not as a final but as a starting point. Expanding it through platforms like to address people out of our social graph but who share our interests. Reaching them through the “ricochet-effect” (i.e. reshares) but also through search engines as search becomes social.

Tech Cocktail:  Who or what do you see as your greatest competition? What will it take for to prevail?

Decugis: There are obviously big players who also allow the easy-publishing benefit we’re offering: Tumblr and Pinterest are the 800-pound gorillas now. There are also a number of startups just starting to address this space.

We differ first by the format we’re using, which is great for what I call “serious content” (which by no means imply superior in my mind, but which is clearly different from women shoe picture or fuck yeah blogs): TED Talks, blog posts, ideas, long form articles, infographics, Slideshare presentations, etc.

The other aspect is precisely the “interest graph” component: is built with a topic-centric model, where users follow topics – not people. This makes it easier for experts of a particular topic to develop an audience and for anyone to follow their interests by getting signal without noise. These two components have been key in getting the traction we’re enjoying now, which probably makes one of the largest community of curators in the prosumer segment.

Tech Cocktail:  In what ways can other entrepreneurs capitalize on the expansion of the interest graph the same way those early to Twitter dominated social?

Decugis: We have an open API, which pretty much exposes all of our content data. You can think of as a big database of millions of Web pages (links), which is only a fraction of the Web (billions and billions of Web pages) – but the good fraction. Good in the sense that our community of human curators have carefully selected these pages to publish them, but also gave them meaning in the sense that they enriched these links with meta-data such as topic, comments, photos, etc….  So while the Twitter fire hose is obviously an incredible resource to tap into, it might be too rich for those looking at quality content rather than large volumes. The API offers a very promising solution in that respect.

Get more delivered to your inbox just like it!
Get Our Newsletter
Sorry about that. Try these articles instead!
About the Author

When Zach Davis isn't getting lost in the mountains, he is hustling from Boulder, CO as Tech Cocktail's Director of Marketing. He is the author of Appalachian Trials, a book chronicling the mindset necessary for thru-hiking all 2,181 miles of the Appalachian Trail, a feat he accomplished in 2011. Zach is a green tea enthusiast, die-hard Chicago sports fan, and avid concert-goer. Follow Zach on Twitter: @zrdavis.


14 Responses to “What is The Interest Graph? CEO Guillaume Decugis Shares Insights”

  1. ohm

    Hi, its nice paragraph concerning media print, we all be familiar with media is a enormous source of

  2. Christina

    However, with every cigarette stick they smoke, they put in massive amounts of
    chemicals inside their body. It isn’t always an easy task to consume enough fruits and vegetables, even though you know it’s good to
    consume a healthy diet. electronic cigarettes (elektronische zigaretten) from Asaro Factory Outlet are an
    incredible invention that’s revolutionizing smoking.

  3. e-cigaretter

    Go to for more information about ecigarette free trial kits campaign
    and ecigarette reviews. When purchasing the e – GO-T, it is only important to find out if the supplier also provides
    the cap at the end of the cartridge (re-filling end).
    You should not hold yourself to too strict a food
    or exercise regimen; as long as you keep it at a
    reasonable level you will be fine.

  4. Y8 Games

    I almost never create comments, but after browsing through a
    lot of comments here What is The Interest Graph? Scoop.
    it CEO Guillaume Decugis Shares Insights. I actually do have a few questions for
    you if you tend not to mind. Could it be simply me or does
    it appear like some of these responses look as if they are left
    by brain dead individuals? :-P And, if you are posting on additional places, I would like to keep up with you.
    Would you post a list of the complete urls of all your social community pages like your Facebook page,
    twitter feed, or linkedin profile?

  5. visual form builder

    MB6-502 exam is about configuring multiple business related items
    ,working with route related switch nodes, creating and setting up product
    builder form ,product model and price combination.
    Visiting another page within the navigation links fixed
    the problem. There is not any real proof that training can benefit from protein supplements.

  6. online form builder

    However, there are several online interfaces available where one needs to click on different types of options to send HTML code in email or to generate HTML code.

    Wouldn’t it be easier if we could be able to save changes ourselves whenever we want. Therefore it’s better to always do the intelligent point and take these tips.

  7. Online Forms

    Make sure you put your keyword in the web page title, first paragraph and
    once or twice in the main body. ) and installation used are correct for your situation and the location of your
    wine cellar. Net’s builder has been out for a little more than a year, yet it already helped more than 5,000 webmasters to create their online forms.

  8. online forms

    Make sure you put your keyword in the web page title, first
    paragraph and once or twice in the main body. He knew the system well enough to not pay
    many of his suppliers and sub-contractors, then would cover it up up by handing out fake lien releases to
    make it look like they were paid. You wont get a true imitation of your signature with this Android app, unless you can cleverly manipulate the mechanics behind its operation, but that is highly unlikely.

  9. online form generator

    Horizontal Siding and Vertical Sliding refers to the outer layer of a wall,
    with shingles or boards or gaps subtly angled to shed water.
    Wouldn’t it be easier if we could be able to save changes ourselves whenever we want. Decide now because if you are a weight lifter, you will not build the chest that you are looking for.

  10. online form generator

    All they need to do is to enroll with their name, email,
    contact number and country and vemmabuilder will cater
    to the particular country of the person. Rather, they’re designed to help spark possibilities in your own mind. Therefore it’s
    better to always do the intelligent point and take these tips.

  11. online form generator

    Make sure you put your keyword in the web page title, first paragraph and once or twice in the main body.
    For professional web site builders extra complex laptop software program for
    net design is needed. If a picture is worth a thousand
    words then you can just image how much you will absorb by
    browsing this site.



  1.  Take a Tour of San Francisco Co-Working Space pariSoma [Video]
  2.  Evzdrop Brings A New Spin to Location-Based Sharing; Wins Chicago's Hottest Showcasing Startup

Leave a Reply

  • (will not be published)