How do you launch a social networking site in this day and age, long after the likes of Facebook and Twitter seized the world? One answer is "micro-social networks": designed with a clear and specific purpose in mind, they can fulfill that purpose better than any of the generalists like Facebook.

Platter is a new micro-social network app dedicated home cooking. It allows you to take pictures of food you make and upload them to show the world, tagging them with the you used ingredients. You can then search through those ingredient tags, finding inspiration for something to make with the ingredients you have to hand. As you'd expect, you can also do the usual social networking things, like follow people whose food you find interesting, and post comments and "likes" on pictures.

"Why do I need this?" you might ask. "I have Instagram and Twitter, Facebook and Foodspotting. Why do I need another app?" Well, the Platter team cleverly identified that in fact none of these apps are exactly what you need if you're a home cook looking to show off. Instagram has plenty of food pics, but lacks the ingredient tagging feature. Twitter and Facebook are more general purpose. Foodspotting is designed around the idea of taking pictures of food when eating out, not for home cooking. Platter is complementary to these services.

To underscore this, it has (as you'd probably expect) the ability to cross-post pictures to Facebook and Twitter. These cross-posts are in the form of links to Platter's attractive web interface (self-promotion alert: that's my own Platter page), from where you can drill down into individual pictures. This web view feature is already fuller-featured than Instagram's pared-down approach, as you can navigate from users to pictures and back again, and the Platter team are planning on expanding this further in the future.

Technically, Platter works pretty well. It's been developed by a small team of five people (for both iOS and Android versions) alongside their day jobs, and early on there were some rough edges that betrayed the app's homespun origins -- the occasional layout glitch or failed post. Subsequent patches have mostly fixed the problems. There's still the odd interface quirk -- I didn't find it particularly easy to navigate through the app at first, and sometimes tap targets seem to be frustratingly unresponsive -- but nothing too annoying. I couldn't test the Android version, but I must at least note that it has one -- so your Android-toting friends aren't left out in the cold.

There are some usability decisions that are quite refreshing, too. There's no fancy/hackneyed (delete according to your biases) photo filters, for one thing; if you're suffering from Instagram Fatigue you may find this a relief. The app also doesn't enforce a trendy square crop on photos; when users view your images, they'll see the aspect ratio you took them in, giving you the flexibility to compose shots as you see fit. However, note that the layouts in-app often use square thumbnails, which can result in some weird cropping. Of course, the app can import pictures from the Camera Roll as well as take them live, so if you'd prefer you can use any app already on your camera to shoot, crop, and post-process images. Image compositing app Diptic seems to be a particularly popular choice.

Platter's approach to tagging us also interesting. Unlike Twitter or Instagram's free-form approach, the ingredient tags are set by the system, and you can't add to them yourself; this promotes a clean hierarchy of tags that isn't littered with duplicates or misspellings. However, so far, the tag names are resolutely Brit speak rather than American orientated; so it's "coriander" and not "cilantro", "aubergine" rather than "eggplant", "courgette" over "zucchini". My Colonial cousins may find this jarring. Update: a full complement of US-style food words have now been added to Platter's ingredient tags.

As for the actual content, the food, I've definitely found Platter to be inspirational. Not only on a "what can I make with this level" but also simply from a presentation point of view. And it's particularly good to know, when looking through pictures, that these are all shot at home in an amateur's kitchen. Looking at professional dishes on Foodspotting inspires me to eat; looking at amateur dishes in Platter inspires me to cook.

Platter is also building a fun community. The developers of the app are all very active on the network, commenting on dishes and running competitions. There's a sub-type of user who delights in naming their dishes with the most groan-inducing puns you can imagine, such as my personal best, "steaks on a p(l)an(e)".

I spoke with Will Hodson, director of Platter, about the future plans for the app.

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Platter: novel photo-sharing social network for keen cooks