Struggling to exist in an environment where content collection has gone beyond book marking interesting content; Digg.com of late has made certain big changes to how it looks and how it works.
Experts believe that it's the revenue pressure which pushed Digg to take such big personality changing decisions.
One of the biggest reasons for Digg to make its mark in the bookmarking landscape; was the marketers and content makers who saw opportunity in the Digg platform. The opportunity was: Reputation of individual Digg User.
This goes like this: Stories which feature in the Digg Main Page, is a Dream for any Content maker, business or marketer (if not now, then surely four years ago). For a story to feature in Digg main page, or Popular Stories page; a story needs certain votes. Clever marketers or money makers noted that, if they invest their time to look for great online content from reputed sources, and submit it from their accounts earlier than others; then over a period of time they will make a reputation for themselves. A reputation which tells the other Digg users that this Digg users always post 'great stories'. And they follow him. Riding on this reputation, most of the times this Digg user's less than exceptional submissions also reached the main page. As the threshold votes or Diggs for any submission, is easily secured from the "Following Digg users" and later by web users in General.
How they made money? Courtesy their reputation; businesses, marketers and bloggers hired them to submit their stories on Digg, and catapult them to the Digg main page.
But the recent changes, have made this difficult. Now, the reputation Factor has been removed. The concept of a Digg user account has been abandoned. With this, the opportunity to make loyal followers has also gone. Now, all a person can do, is submit the content from his Facebook, Google or Twitter account and get thanked by Digg. He can't directly catapult his submission to glory.
Will this work for Digg? Money-wise... Can't say.
But it has surely, lessened the importance of Digg among sharp people.
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