What the world's most shared website on Facebook can teach digital corporate communicators

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The website Upworthy.com is called the fastest growing media site of all time. With descriptive headlines and engaging content they challenge the traditional media. In this presentation you will find out how to apply the succesful methods of Upworthy to your corporate communication content.

Marketing Tecnología Empresariales

The success of
Upworthy.com and
learnings for digital
corporate communicators

Have you ever seen articles such as
these in your Facebook newsfeed?

Then you’ve been in contact with Upworthy.com,
the most shared website on Facebook

The numbers
87 million unique visitors per
month
The 100 most popular articles
have been shared
380 million times

Companies pay big money to be there
Native advertising on
Upworthy by Dove.

Your typical Upworthy article
A very descriptive headline
Short text
Engaging video

4 recipes for success from Upworthy
Focus on headlines
Focus on curation
Positive and inspiring
A/B testing

Focus on headlines
Editors write up to 25
different headlines per
article.

Focus on curation
Most time is spent on
finding the right
stories. Only the best
are ”Upworthy”. Editors
only curate 5-7
stories per week.

Positive and inspiring subjects
Statistics show that
people like to read
about and share
positive and inspiring
subjects.

A/B testing
Different headlines are
tested frequently on
small segments, before
going wide.

3 questions Upworthy
answer before publishing
Is the content substantive,
engaging, and entertaining?
If 1 million people saw it, would the
world be a better place?
Does the content actually deliver on
the promise of the headline?

The concept works
• Swedish website Hyllat.se copied the Upworthy concept
and got 1 million visitors per week in only a month.
• Making it a top 20 website in Sweden

So what can corporate
communicators learn?

Headline for our next word from the CEO?
”This Bank Boss Has Your
Money And What He Says
About His Company Will
Completely Blow Your Mind.”

Or this headline for our investment story?
”You Would Be Crazy Not To
Take a Good Look at This
Company For Your Next
Investment and Here are The
Intriguing Stats to Prove it”

But we can be better at this
Let the headlines speak for
themselves
A/B testing
Curate better content
Focus on shareable content

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What the world's most shared website on Facebook can teach digital corporate communicators

1. The success of Upworthy.com and learnings for digital corporate communicators

2. Have you ever seen articles such as these in your Facebook newsfeed?

3. Then you’ve been in contact with Upworthy.com, the most shared website on Facebook

5. The numbers 87 million unique visitors per month The 100 most popular articles have been shared 380 million times

6. Companies pay big money to be there Native advertising on Upworthy by Dove.

7. Even CNN tried to copy Upworthy…

8. …but failed.

9. Your typical Upworthy article A very descriptive headline Short text Engaging video

10. Like this one for example

11. 4 recipes for success from Upworthy Focus on headlines Focus on curation Positive and inspiring A/B testing

12. Focus on headlines Editors write up to 25 different headlines per article.

13. Focus on curation Most time is spent on finding the right stories. Only the best are ”Upworthy”. Editors only curate 5-7 stories per week.

14. Positive and inspiring subjects Statistics show that people like to read about and share positive and inspiring subjects.

15. A/B testing Different headlines are tested frequently on small segments, before going wide.

16. 3 questions Upworthy answer before publishing Is the content substantive, engaging, and entertaining? If 1 million people saw it, would the world be a better place? Does the content actually deliver on the promise of the headline?

17. The concept works • Swedish website Hyllat.se copied the Upworthy concept and got 1 million visitors per week in only a month. • Making it a top 20 website in Sweden

18. So what can corporate communicators learn?

19. Headline for our next word from the CEO? ”This Bank Boss Has Your Money And What He Says About His Company Will Completely Blow Your Mind.”

20. Or this headline for our investment story? ”You Would Be Crazy Not To Take a Good Look at This Company For Your Next Investment and Here are The Intriguing Stats to Prove it”

21. No.

22. But we can be better at this Let the headlines speak for themselves A/B testing Curate better content Focus on shareable content

What the world's most shared website on Facebook can teach digital corporate communicators

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