Clapit app founders

CLAPS OVER LIKES: Australia-based Clapit said its app is the next evolution of social networking and today takes the next step in its growth strategy with expansion to the U.S.

The company, which has so far raised $2.82 million in a seed round, aims to make its splash in the U.S. market via a partnership with Muse Model Management that includes a launch party this evening and the #makemeamuse competition in which the two companies will attempt to find the “most expressive face,” as explained by a Clapit spokeswoman, who added it’s about looking for the next influencer as opposed to be a high-brow modeling competition.

It’s a fitting way to market the app with Clapit’s main feature the selfie reaction that lets users on the networking site post selfies in response to another user’s post.

“A picture’s worth a thousand words and so if you really want to express how you feel about something you should just use a selfie reaction,” said cofounder Stan Tsvirko. “It’s a little more human than going just with a normal standard emoji. So when we tested this especially with a younger generation, they’re so used to selfies they just saw it as a natural progression for them.”

Users can also clap all the things they like, whether that be music or podcasts. The broader goal is more ambitious, explained Tsvirko: “We’re trying to change behaviors from a simple static ‘like’ to something a little bit more personal.”

The app’s founding team includes chief executive officer Paul Bedwell, chief marketing officer Mary Jane Bulseco and Tsvirko, who serves as chief technology officer. The company also brought on Paul Wilson, cofounder of Australian denim brand Ksubi, as brand director.

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