Ad Age 2014
Transcript of Ad Age 2014
The average person has the potential to see 1,500 pieces of content daily.
A tiny fraction will been seen, clicked, read and shared.
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
Upworthy delivers massive social actions per post
(Newswhip February)42x
Top 50 avgTop 50 Avg is 742
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
The power of purpose
The significance of quality
Blueprint for brands
31,000 social actions per post(Newswhip February)
#1 reason for sharing…
“to draw attention to something important.”
(Google Consumer Survey)
Meaningful life,
Meaningful work,
Meaningful media.
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
Source: Internal data, Facebook data, February
O77% Core Community
74% Total Readership
45% Entire Web
Active and influential in discussions on social issues
77% 74% 45%
Source: Internal survey, Google Consumer Survey
O77% Core Community
74% Total Readership
45% Entire Web
To buy products they have to connect to brands’ social values
98% 69% 47%
Source: Internal survey, Google Consumer Survey
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: Internal survey, Google Consumer Survey
35M
70M
Q2, 2012 Q3, 2012 Q4, 2012 Q1, 2013 Q2, 2013 Q3, 2013 Q4,2013 Q1,2014
Our growth is a proof point for the power of purpose
(Upworthy Reach Quarterly ’12 - ’14)
+60%
Q2, 2012 Q3, 2012 Q4, 2012 Q1, 2013 Q2, 2013 Q3, 2013 Q4,2013 Q1,2014
7.8M Core Community
50M
Source: Internal data
Fewer than 3 in 10 graduates in science, technology, engineering,
and mathematics are women. !
And barely 1 in 10 engineers are women.
or
Link to Video!http://www.upworthy.com/move-over-barbie-youre-obsolete
I’m starting this year as an engineering major at GW. This, I love to see.
Jenny, check this out - amazing idea to inspire girls to
beat the statistics… Goldieblox!
I’ve been looking for something like this for Giovanna since
she started to ‘tinker’!
2 Million Views$100k / 23,000 orders
12 Million Views200,000 Votes
Superbowl.
Source: Stratechery “Five-Thirty-Eight End Average”
Articles Consumed
Low QualityHigh Quality
Low QualityHigh Quality
Source: Stratechery “Five-Thirty-Eight End Average”
Articles Consumed
Headlines are this part
Curation is a Craft
Distribution is a Science
Attention Minutes Tell A Bigger Truth About Quality
Interest Consumption Sharing
A new barometer for content.Re
ader
s
Attention Minutes
Just looking at page views
A new barometer for content.Re
ader
s
Attention Minutes
10 minute French documentary on gender
roles with English sub-titles
7 minute cartoon on bullying with a slam
poetry voice-over
Just looking at page views
Attention Minutes
Visitors
New insights on distribution .
Visitors
Attention Minutes
Source: Internal referral data
Makes them stay
A new lens for behavior.
Thought ProvokingHappy
Inspiring
Funny
Shocking
Troubling
Touching
Makes them share
Source: Internal referral data
Quality is the through-line
Interest Consumption Sharing
Compelling
Transparent
Mission-aligned
60000
Upworthy The Atlantic The Blaze Slate.com Elite Daily NPR Buzzfeed NYTimes BBC Bleacher Report Huff Po
73xBrands like…
Promoted Post delivered a message of connectedness and serious owned & earned.
10k Likes
7.3k Shares
2.3 k Comm
30000
DuringAfter
247k Views
300000
+30%
+130%
+150%
+200%
Sponsored curation delivers the reach of healthy-sized website.18M
Unique Visitors
100M Social Reach
Millions of Attention Minutes
!
Promoted Posts of brand content that fits mission.
1Sponsored Curation on important themes
2Content Consultation for crafting content and shared learning.
3
Brand Values
Important, Meaningful
Content
Upworthy Collaborations
Blueprint for Brands
Promoted and curated content aligned with the top topics our community asked to see in 2014
Better more sustainable
world
Important messages,
compelling content
Brand Values
Important, Meaningful
Content
Upworthy Collaborations
The power of purpose
The significance of quality
Blueprint for brands