Tagg Launches Social Branding App for Gen Z - Backed by Ex-Facebook & Twitter Execs

Gen Z's New Social Space: Introducing Tagg

The current social media landscape isn't meeting the needs of Generation Z, prompting them to create the applications they desire. Tagg, a platform designed for creative individuals in their teens and twenties, focuses on social branding. Today, the company announced a $2 million seed funding round.

Investors and Founding Team

This funding comes from prominent figures including Biz Stone, co-founder of Twitter, Ed Baker, former VP of International Growth at Facebook, and Stephen Kaufer, founder of TripAdvisor. Pillar VC also participated in the investment.

Tagg was established by recent graduates from Brown University and the Rhode Island School of Design. The app is presently in a private beta phase, boasting thousands of users and a substantial waitlist.

A Different Approach to Social Networking

Tagg functions as a modernized “link-in-bio” service, but distinguishes itself through its emphasis on social interaction. It aims to facilitate connections, collaborations, and friendships among young creatives.

The company articulates its vision: “Authenticity in the digital realm fosters genuine connections. Existing social platforms haven’t been designed to accommodate this evolving blend of branding and networking.”

Creative Freedom and Expression

Tagg strives to cultivate an environment that allows for complete self-expression, free from limitations or societal stigmas.

Upon joining, users can select from five distinct profile skins tailored to their objectives – whether it's building a social presence or showcasing artistic work. Customization options are available, allowing users to personalize their pages and connect with others.

Intentional Design Choices

Unlike many platforms, Tagg intentionally omits like counts on posts. This decision is rooted in a desire to encourage creatives to prioritize authenticity over superficial validation.

Co-founder Victor Loolo explained to TechCrunch: “We want our creatives focused on being their favorite selves with no stigma.”

This approach resonates with Gen Z, who are often aware of the potential for comparison and its negative impact on mental well-being. Legislative efforts, even from U.S. Senators like Ed Markey and Richard Blumenthal, are underway to restrict like counts for younger users due to concerns about mental health.

Branding Reimagined

The concept of “social branding” might initially seem restrictive, but Tagg actively encourages users to step outside their comfort zones.

While profile skins provide a starting point, users are empowered to create entirely custom profiles and categorize their content as they see fit.

Loolo elaborated: “Profiles can look like anything, that’s the beauty of it. We wanted to move away from the traditional, restrictive profiles common on other social apps, as Gen Z values freedom of expression and uniqueness.”

The Inspiration Behind Tagg

Loolo’s personal experience as a student athlete at Brown University served as the initial inspiration for Tagg. He recognized the difficulty of defining oneself beyond a single identity.

Alongside co-founders Blessing Ubani and Sophie Chen, he sought to create a platform that allows individuals to present a more comprehensive representation of themselves.

“We wanted to break away from being labeled – for example, ‘the cooking video guy’ – and allow creatives to curate a more holistic picture of who they are,” Loolo stated.

Looking Ahead: Points and Web3 Principles

Currently, Tagg users accumulate points through platform engagement. While these points are presently a non-monetary feature, Loolo envisions potential future applications.

“Although Tagg is not currently decentralized or tokenized, the principles of our platform mirror web3’s values,” Loolo said. “Our goal is to empower creatives by directly rewarding them for their contributions and community involvement, offering a solution to the challenges within the creator economy.”

The long-term vision includes the possibility of introducing a coin or token with real-world value.

Growth and Expansion

Following their graduation in 2020, the team relocated to the Bay Area to continue developing the app. The recent funding will be used to expand the team, with Steven Fang recently joining as CTO and co-founder, bringing 15 years of engineering expertise.