Founded in 2008, Bloglovin' has been growing and prospering every year. The service is aimed at fashion, beauty and lifestyle-oriented blog readers: it makes reading RSS-feeds easier and more enjoyable. The start-up has now announced the release of their first iPhone  app. Mattias Swenson, one of the founders, explained the rationale for that move: 'Everything is going mobile. However, blog reading has lagged behind significantly. Only tech-savy people use RSS-readers on their phones. Most people don't read blogs on their phones because it's too hard. With our iPhone app we aim to change that.'

There are a few apps that help you follow blogs on your mobile: Google Reader for mobile, Bloglines, Newsgator, Blogged and more. Bloglovin' differentiates itself by offerring a pleasant, simple and easy experience for non-techies. It's easy to use and it caters for a specific segment of the market. There are a lot of Internet users who follow fashion blogs but most of them are not necessarily interested in technology. Offering them a tool that makes their reading and discovery experience smoother has a lot of value.

Bloglovin's latest metrics support that statement. Their website currently receives 3,4 million unique monthly visitors. Let us remind you that same time last year that figure was 800,000 and two years ago it was about 150 000. Most of those users come from US and Sweden. Using the tool is completely free for the readers and bloggers alike. However, if bloggers want to promote their pages they would need to cash out $1 for 5 min of promotion on the platform. Unfortunately, that feature is only available in Sweden and Norway so far. Bloglovin' also collects money from advertising from big fashion and beauty brands like H&M, Levi's, Diesel and L'Oreal.

Millions of followers and a useful tool - Bloglovin' has a great potential to expand and monetize their service. Enabling the promotion feature for bloggers in US would be the first logical step. Building premium features for mobile app users might be another. Cooperating with other fashion and beauty-oriented online services could be yet another way for Bloglovin' to promote their services. While the start-up has been doing great so far, there is still space for growth and improvement to become the worldwide leader in their targeted market segment.