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Traditional journalists probably won't like a lot of how Upworthy's become one of the fastest growing aggregators on the web. But it's hard to question the effectiveness of its methods.
Back in November, the Lab’s own Adrienne LaFrance wrote a number of words about Upworthy, a social packaging and not-quite-news site that has become remarkably successful at making “meaningful content” go viral. She delved into their obsession with testing headlines, their commitment to things that matter, their aggressive pushes across social media, and their commitment to finding stories with emotional resonance.
Things have continued to go well for Upworthy — they’re up to 10 million monthly uniques from 7.5. At the Personal Democracy Forum in New York, editorial director Sara Critchfield shared what she sees as Upworthy’s secret sauce for shareability, namely, seeking out content that generates a significant emotional response from both the reader and the writer....
Upworthy has a political point of view, but the lessons here apply to any social media channel. Be authentic -- true to YOUR point of view, whatever that may be.