What is Digg?

Digg is a social news website. It aggregates the news from different sources together and allows users to browse and vote on them.

Digg may fit into the lifelogging scenario.When people vote stories up or down, they also leave traces about what they’ve been interested in and how they thought about it.

How does it work?

Collection of News:

Digg presents the news by providing links. When people click on the posts, which usually gives a short description about the news story, they will be redirected to the original news pages on other websites.

User submission:

Instead of having editors to decide what links should be added, Digg allows users to submit their own links. They can either copy the URL of the news page and paste it to the submission box, or click the “share to Digg” button on the original news page.

Voting system:

  • Users may also promote news by voting on them.
  • Voting up is called “digg”. When people find any interesting news on Digg, they can click the “digg” button. Once the post gets enough “digg”, it will appear on the front page and thus be noticeable to more users.
  • Voting down is called “bury”. When people find any dead link or poor reports, they can click the “bury” button so that those posts are less likely to be read by others.


  • December, 2004 Kevin Rose, Owen Byrne, Ron Gorodetsky and Jay Adelson started Digg1. At that time, there were only about 200 users and most of them were Kevin’s friends.2
  • May, 2005 Digg 2.0 was released.It was “ the site's first major update, which features a friends list, the ability to "digg" a story without having to be redirected to a success page, and a new interface design.”3
  • 2005 , Digg had 80,000 registered users and 500,000 unique visitors per day.4
  • June, 2006 Digg 3.0 was launched.
    • This version added more topic areas- The main categories are now Technology, Science, World & Business, Videos, Entertainment and Gaming5
    • It also established “upcoming stories" tab to display stories that are rapidly ascending6
  • March 2007, Digg users reached the number of 1,000,0007
  • May, 2009 Facebook connect was added to Digg8
  • April, 2010 Jay Adelson, CEO of Digg since 2005, resigned9
  • May, 2010 Digg lay off 10% of its staff10
  • August, 2010 Digg 4.0 rolled out.
    • This version was a total overhaul:
    • Removed bury button
    • Set "My News" - link that shows what stories your friends are “Digging,” a feature intended to put less focus on the site’s “Top News” pages-as default page11
    • However, it was reported that “Angry Digg users flood home page with Reddit links ”12 after the release of this version
  • July, 2012 It was announced that Digg “sold its brand, website and technology to Betaworks" at the price of $500,00013
  • August, 2012 New Digg 1.0 was released
  • June, 2013 Digg Reader became available to the public

Strength and Challenge


  • The biggest strength of Digg is the power of control users have. They can decide what to be shared and what to go on the front pages themselves. The founder Kevin Rose said that bibcite “ I think the reason that people digg is because they want to have a say in what is new.”14


  • One major challenge that Digg faced was powerful users."Power Diggers had come to wield such an inordinate influence on the ranking of stories that new visitors to Digg usually found their submissions all but forgotten — sometimes making the site feel like a members-only club, rather than the communal product of unfettered crowdsourcing".15
  • Another is the competition. As Facebook and twitter gained their popularity, people can easily browse and share news on these sites. Digg may not have the advantage it once had. Besides, the rise of other social news websites, especially Reddit, poses much threat. Whenever Digg fails its users, they always have many alternatives to turn to.


For Digg, the path to revive is not clear. Traffic of site still declined after the launch of new Digg in 2012. Perhaps Digg needs some groundbreaking improvements.