The web can still be wonderful, and Flipboard’s Surf proves it
Hello again, and welcome back to Fast Company ’s Plugged In . More than 15 months ago, I wrote about Surf , a discovery engine for the social web from Flipboard—itself an earlier twist on the same concept dating to the early days of the iPad . At the time, it was still a rough draft, and in private beta. Rather than rushing it out to a broader audience, Flipboard took its time. The app went through a series of revisions that were both numerous and substantial, ending up significantly different than the intriguing prototype I tried in December 2024. This week, the company finally deemed Surf ready for prime time. It’s now live in web form at Surf.social ; a beta Android version is in the Google Play store. (The iPhone and iPad versions still have a waitlist .) If you’ve grown jaded about social networking or the web in general, I recommend taking a look. Surf’s sheer ambition makes it a challenge to describe coherently. It weaves together material from Bluesky, Mastodon, and Threads—along with YouTube videos, podcasts, blog posts, and articles—and yet it isn’t really a substitute for those services’ own apps. It’s a way to create and share custom feeds about your interests that run on autopilot once you’ve set them up, but that’s optional—you can also just lurk and peruse other people’s feeds. And even though it runs inside a web browser, it feels a little like what browsers themselves might have become if they
In a world where the internet often feels overwhelming, chaotic, and filled with noise, Flipboard's Surf emerges as a beacon of hope. Launched in 2023, Surf was initially a rough draft in private beta, but the company took its time to refine the app, resulting in a significantly different product from the prototype first introduced in December 2024. This week, Surf has finally been deemed ready for prime time, with a web version available at Surf.social and a beta Android version on the Google Play Store. While iPhone and iPad versions are still on a waitlist, the launch of Surf marks a return to the idea of a curated, engaging internet experience.
For those who have grown disillusioned with social networking or the web in general, Surf offers a refreshing alternative. Its ambition is both its strength and its challenge—it weaves together content from Bluesky, Mastodon, and Threads, alongside YouTube videos, podcasts, blog posts, and articles. However, Surf is not meant to replace these individual services; instead, it serves as a way to create and share custom feeds based on your interests. These feeds can run on autopilot once set up, but users also have the option to simply lurk and peruse others' content.
One of the most intriguing aspects of Surf is its ability to feel like what browsers might have become if they hadn't stagnated for nearly two decades. While running within a web browser, Surf offers a seamless, curated experience that transcends the fragmented nature of modern social platforms. This sense of cohesion and discovery is particularly welcome in an era where the internet is increasingly cluttered with AI-generated content and the threat of search and advertising technologies disincentivizing human engagement.
Despite its algorithm-driven nature, Surf manages to strike a balance between personalization and discovery. It does not shy away from using algorithms to curate content, but it does so in a way that feels more thoughtful and less intrusive than many other platforms. This careful approach allows users to explore new content without feeling overwhelmed or trapped in echo chambers.
In an age where the internet is often criticized for its negatives, Surf serves as a reminder that there is still much to love about the digital landscape. While challenges such as AI-generated content and the impact on human engagement persist, Surf's innovative approach to curation and discovery offers a fresh perspective on what the web can be. For those seeking a more engaging and curated online experience, Surf is a must-try.
As Flipboard continues to refine Surf, adding more features and expanding its reach across different devices, the potential for this platform to reshape the way we interact with the internet is undeniable. In a world where the web can often feel unwelcoming, Surf proves that there is still room for wonder and discovery. For now, at least, the internet has much to offer—and Surf is a testament to that.
