Upworthy doesn’t produce videos or create documentaries. They take existing media, add some sharing tools, promote it among their subscribers, and watch it go viral. Businessweek called Upworthy, “The viral media site that optimizes optimism.” Whatever people are passionate about, the most compelling content available, that’s what you’ll find on Upworthy.
Once staffers find a great piece they think about presentation. Marketing. Headline writing. That’s what gets content shared. Upworthy’s headlines may be revised 25 times before publication. They focus on social action and sharing, not driving people to their site.
Upworthy needs to be wary of misleading audiences. People get turned off if something isn’t what they thought it was going to be. The content needs to be at least as good as the headline.
What’s next for Upworthy? They do offer sponsored posts. But these posts must be compelling; they must be Upworthy.
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