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We Can Do It!
Lessons from the front lines of mission-
driven media.
attention
WAR
The landscape is shifting.
The landscape is shifting.
There’s a new frontpage
What does it take to get someone to see, click, read and share?
Source: Stratechery “Five-Thirty-Eight End Average”
Articles Consumed
Low QualityHigh Quality
Source: Stratechery “Five-Thirty-Eight End Average”
Articles Consumed
Low QualityHigh Quality
120 articles
2,900 websites
4 months of video
In 30 minutes…
(sources: Youtube, Netcraft, Chartbeat)
Purpose is a powerful motivator.
Lesson 1
Income Inequality
Human Rights
Climate Change
40000
Bleacher Report BBC NYTimes Slate.com Huff Po NPR The Atlantic Elite Daily The Blaze Buzzfeed Upworthy
40000
Bleacher Report BBC NYTimes Slate.com Huff Po NPR The Atlantic Elite Daily The Blaze Buzzfeed Upworthy
42x
Top 50 avgTop 50 Avg is 742
“to draw attention to something important.”
(sources: Newswhip February)
A Gorgeous Woman Shakes Her Body On Stage… And The Crowd Goes Wild
Never Before Have I Laughed So Hard At One Guy’s Non-Attempt To Save The Planet
Oscar Winner Lupita Nyongo’s Speech On beauty That Left An Entire Audience Speechless
(sources: Newswhip March)
Link to Video!http://www.upworthy.com/nailed-it-this-ad-calls-out-5-ridiculous-double-standards-women-face-in-less-than-60-seconds-2
2.8 Million
What is impact for Upworthy? ex: Pantene Double Standards
Watch/Read !
Like/Share !
Comment !
Awareness Actions !
Peop
le
2%56kTens of Millions 3.4M 315k ?
We use Attention Minutes to measure the overall impact. Actions are great when they happen, but our mission is attention.
Quality is more important than ever.
Lesson 2
Bleacher Report BBC NYTimes Slate.com Huff Po NPR The Atlantic Elite Daily The Blaze Buzzfeed UpworthyBleacher Report BBC NYTimes Slate.com Huff Po NPR The Atlantic Elite Daily The Blaze Buzzfeed Upworthy
4%
We do this with a modest volume of content
(Newswhip February)
Top 50 Avg is 7,145
(sources: Newswhip February)
Attention Minutes Tell A Bigger Truth About Quality
Interest Consumption Sharing
Link to Video!http://www.upworthy.com/a-gorgeous-woman-shakes-her-body-on-stage-and-the-crowd-goes-wild
Link to Video!http://www.upworthy.com/never-before-have-i-laughed-so-hard-at-one-guys-non-attempt-to-save-the-planet
Link to Video!http://www.upworthy.com/a-french-film-showing-men-what-being-a-woman-feels-like-kinda
French Documentary
Disabled Comedian
Sustainability Commercial
Color on Campus
Bully Poetry
A new barometer for content.Re
ader
s
Attention Minutes(sources: internal data)
A new barometer for content.Re
ader
s
Attention Minutes
12 minute French documentary on gender
roles with English sub-titles
7 minute cartoon on bullying with a slam
poetry voice-over
(sources: internal data)
You want to be people are.
Lesson 3
% timewith
(source: Mashable)
Tipping Point
Referral Traffic 2012 - 2013
Reach 200M
(source: Buzzfeed)
Visitors
New insights on distribution .
(source: internal data)
Attention Minutes
New insights on distribution .
(source: internal data)
80% Reach to Social Web
78%50M Total Readership
50M+
Big, rising groupof people who haven't given up on the world
7M Core Community
8M
27% loyalty
Embrace technologystay
Lesson 4
Headlines are this part
Curation is a Craft
Distribution is a Science
+3%
This Kid Just Died. What he Left Behind Is Amazing.!If you know you are gonna die before you turn 19, you might as well do this. RIP, Zach.
!Zach died today. This is his beautiful story.
`Optimize everything.
+28%
This Kid Just Died. What he Left Behind Is Amazing.!If you know you are gonna die before you turn 19, you might as well do this. RIP, Zach.
!Zach died today. This is his beautiful story.
This Kid Just Died. What he Left Behind Is Wonderful.!If you know you are gonna die before you turn 19, you might as well do this. RIP, Zach.
`Optimize everything.
+69%
This Kid Just Died. What he Left Behind Is Amazing.!If you know you are gonna die before you turn 19, you might as well do this. RIP, Zach.
!Zach died today. This is his beautiful story.
This Kid Just Died. What he Left Behind Is Wonderful.!If you know you are gonna die before you turn 19, you might as well do this. RIP, Zach.
This Kid Just Died. What he Left Behind Is Wondtacular.!If you know you are gonna die before you turn 19, you might as well do this. RIP, Zach.
Early May Late May Sept Dec
Fox News
Upworthy
People
`Optimize everything.
The most memorable marketing is mission-driven.
Lesson 5
To buy products they have to connect to brands’ social values
80% Reach to Social Web
78%50M Total Readership
50M+7M Core Community
8M
O45% Entire Web
47%74% Total Readership
69%To buy products they have to connect to brands’ social values
77% Core Community
98%
1
a little
a lot
not at all
93%
Brand values make me care.
1
a little
a lot
not at all
98%
Brand values make me buy.
I will only recommend if brands’ values
reflect mine.
85%
(source: Google Consumer Surveys)
Skype delivered a message of connectedness and some serious owned & earned.
10k Likes
7.3k Shares
2.3 k Comm
30000
DuringAfter
247k Views
300000
+30%
+130%
+150%
+200%
(source: internal data)
Curation delivers the reach of healthy-sized website and fast learnings.18M
Unique Visitors
100M Social Reach
Millions of Attention Minutes
(source: internal data)
1. Purpose is a powerful motivator.
2. Quality is more important than ever.
3. You want to be where the people are.
4. Embrace technology, stay human.
5. The most memorable marketing is mission-driven.
You Can Do It!If you want to
stand out you
have to stand for something.