Why Upworthy Has Won the Internet
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Transcript of Why Upworthy Has Won the Internet
270 DAYS LATER
791,000 Facebook fans
43,000Twitter followers
10,000 Tumblr followers
1. Find interesting content that should be shared
2. Improve the layout and framing
3. Post it to your site for lots of exposure
4. Promote! Spread the word about the post ...so that the world will remember that there are more important things to ponder than Honey Boo Boo
5. Rake in the profits
6. And this actually works?
UPWORTHY WENT LIVE ON
March 26, 2012 Founded by
People have to click and share the heck out of your content!
a hero a meaningful/inspiring story something that draws on emotion posting at the right time and place a villain
a hero a villain a meaningful/inspiring story something that draws on emotion posting at the right time and place
One website changeD the internet forever.HOW CAN YOU DO IT, TOO?
How do you make that one thing you made go super viral and stuff?
KEYS to viral content
what does viral even mean?
Shares per view Clicks per share Viral?
LOW
HIGH
LOW
HIGH
LOW
LOW
HIGH
HIGH
NOPE
KINDA???
MEH, NOT SO MUCH
HELL YEAH BUDDY!
Where do people share?According to Shareaholic's Q4 study of social media traffic referrals:
User eXperience is all about ease for your audience
what to frame
Make it really really really really easy to share your content on Facebook
This is a big part of Upworthy,s successThey come up with at least
25 headlinesfor every post and then pick the most effective one.
Necessity is the mother of invention.
Don't sexualize your headlines in a way your mom wouldn’t approve of.
Upworthy shares increased by 398% after they added scrolling share buttons
Share textThe HeadlineThe Excerpt The Share Image The Tweet Your Mom That’s what Upworthy says anyway... and they aren’t kidding — middle-aged women are the most prolific sharers on the internet
Do titles really make that muchof a difference? Let,s see:Here are two different titles used to share the same video:
december 03, 2012
Iowa House Democrats YouTube channel title:
“Zach Wahls Speaks About Family”
MoveOn.org title:
“Two Lesbians Raised a Baby and This is
What They Got”
1 million views 17 million views
( MOST FREQUENTLY ASKED QUESTION, ACCORDING TO UPWORTHY )
Eli PariserMoveOn.org
Chris Hughes Facebook
Peter KoechleyThe Onion
Adam MordecaiHoward Dean
Presidential Campaign
Framing is the optimal placement of various aspects of your post
(Seriously, just ask my mom.)
Headlines must have an element of mystery without being overly vague
Follow This
One Tip
and...Never
Diet Again!
A popup asking the audience to “like” them on Facebook increased “likes” by 419%
FRAMING IS VITAL FOR VIRAL
HEAdlines
UX . user experience
What makes people share things anyway?
Keep testing the reactions and shares for various types of content Testing
10k views 100k views 300k views 400k views 500k views 1 million views
56%
5%1.9% 1.1% 0.7% 0.3%
Remember that you’ve already won the attention of your audience — it’s their friends and their friends’ friends that you want
the Difficulty Meter
these 5
Mitt Romney Accidentally Confronts a Gay Veteran, Awesomeness Ensues
Bully Calls News Anchor Fat, News Anchor Destroys Him on Live TV
A Tea Partier Decided to Pick a Fight with a Foreign President. It Didn’t Go So Well
Move Over Barbie - You’re Obsolete
BOOM, ROASTED: Here’s Why You Don’t Ask a Feminist to Hawk Your Sexist Product
Number of posts Number of views
that,s only 5 posts in 10 months
You’ll spend far too much time clicking around these sites
Every post baits your curiosity to click on another post...and so on
These websites paint a curated, often inaccurate view of the world
They are often more inspirational than enlightening
“Viral mills” such as Upworthy and Buzzfeed are huge on the internet
Is there a downside to Upworthy?
Eli Pariserauthor of
Sources: slideshare.net/Upworthy/how-to-make-that-one-thing-go-viral-just-kiddingbetabeat.com/2013/10/dishing-out-insulin-how-feel-good-viral-machines-like-upworthy-and-buzzfeed-filter-reality
PRESENTED BY:
FacebookThis is where the majority of the audience is from.
Percentages are from a Shareaholic Q4 2013 study on all social media referrals from over 200,000 websites’ worth of data.
TwitterYou can make a difference if you#learn2tweet.
Redditgood luck with that — If you succeed, youshould win an Oscar.
PinterestSpeaking of moms...
14.9% | 4.5% | 1.1% | 0.3% |
You can't guarantee you'll go viral, but if you try REALLY hard, YOU TOO CAN WIN THE INTERNET (or at least one corner of it)
they are very reliant on Facebook trafficTraffic could decrease significantly if Facebook changes its algorithms
In The Filter Bubble, Eli Pariser indicates that websites are catering to their audience’s pre-existing views
They’re concealing disagreeableinformation
These numbers reflect the time period between March
and December of 2012
Most posts never reach 10k views
People share your content when it strikes a good balance between
emotionally stirring and entertaining.
onething