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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.
Thereโ€™s a new frontpage
What does it take to get
someone to see, click,
read and share?
Source: Stratechery โ€œFive-
Thirty-Eight End Averageโ€
Articles
Consumed
Low QualityHigh Quality
Source: Stratechery โ€œFive-
Thirty-Eight End Averageโ€
Articles
Consumed
Low QualityHigh Quality
120 articles
2,900 websites
4 months of video
In 30 minutesโ€ฆ
(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
โ€œto draw attention to
something important.โ€
(sources: Newswhip February)
A Gorgeous Woman Shakes Her Body On Stageโ€ฆ And The Crowd Goes Wild
Never Before Have I Laughed So Hard At One Guyโ€™s Non-Attempt To Save The Planet
Oscar Winner Lupita Nyongoโ€™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
!
People
2%56k
Tens 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-๏ฌlm-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.Readers
Attention Minutes
(sources: internal data)
A new barometer for content.Readers
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
% time
with
(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 group
of people who
haven't given up
on the world
7M
Core
Community
8M
27%
loyalty
Embrace
technology
stay
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
brandsโ€™ social values
80%
Reach to
Social Web
78%50M
Total
Readership
50M+7M
Core
Community
8M
O
45%
Entire
Web
47%74%
Total
Readership
69%To buy products they
have to connect to
brandsโ€™ 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
brandsโ€™ 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
During
After
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.

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