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Kindle Notes & Highlights
by
Sean Ellis
from a political news engine
an engine of sustainable growth
“Anyone who says they can make anything go viral is probably a snake oil salesman or really naive.”
a lot of our biggest hits have been things that were already circulating around.
an engaging story and a bit of relevance—that
each editor at Upworthy searches for content to curate
We go for visible, sharable stories and really stay away from doing more typical, text-driven articles and blogging. We lean into images and videos.”
keeping their audience and purpose in mind,
keep testing and throwing things at the wall to see what works.”
Using Emotion as Data
shares per view and clicks per share.
they test and retest everything—from UX elements like CTA button placement to the most effective time for showing “Like” and “Share” prompts to kinds of images that get the most clicks, and more.
aligned every aspect of their product and content around growth.
“A good headline can be the difference between 1,000 people and 1,000,000 people reading something.”
International expansion of the Upworthy team will be a core part of executing on that strategy. Native curators and copywriters will need to be hired in the countries where Upworthy hopes to grow in order to create the emotional and relevant content that sparks viral distribution.
rely on brand loyalty to drive readership.
Upworthy seems positioned well to take advantage of the shift from traditional ad buying metrics such as CPMs to more return-based measures tied to new native ad formats.
