Upworthy: 10 Ways To Win The Internets
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Upworthy: 10 Ways To Win The Internets

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You are dumb at the internet. You don't know what will go viral. We don't either. But we are slighter less dumber. So here's a bunch of stuff we learned that will help you be less dumb too.

You are dumb at the internet. You don't know what will go viral. We don't either. But we are slighter less dumber. So here's a bunch of stuff we learned that will help you be less dumb too.

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http://blog.hubspot.com 173090
http://upworthyinsider.tumblr.com 37148
http://benoitraphael.com 5750
http://blog.crazyegg.com 3611
http://www.upworthy.com 2930
http://civic.mit.edu 2811
http://www.contentnotads.com 2617
http://epicecommercetools.com 2595
http://blog.upworthy.com 2120
http://www.twistimage.com 1867
http://upworthy.tumblr.com 1378
http://thingskidslike.tumblr.com 1203
http://newclassic.jp 1063
http://cloud.feedly.com 924
http://www.rocktheboatmarketing.com 827
http://www.huffingtonpost.jp 822
http://vizedhtmlcontent.next.ecollege.com 812
http://blog.lingospot.com 808
http://m.huffpost.com 631
http://contentnotads.com 631
http://www.repost.us 560
http://www.webmetricsguru.com 531
http://www.koozai.com 491
https://twitter.com 480
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http://blogos.com 468
http://www.hotstudio.com 425
http://epicecomtools.wordpress.com 362
http://tktc.tumblr.com 359
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http://feedly.com 260
http://growthhackers.com 259
http://advodude.tumblr.com 201
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http://michaelsberner.com 180
http://unfilolog.wordpress.com 172
http://conornorris.com 153
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http://boredomisthemotherofcreativity.blogspot.com 98
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http://feeds.feedburner.com 86
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http://0f55ea5dc41a175fdd29467aa7c1ee8d.repostusercontent.com 71
http://www.business2community.com 70
http://conorandrewnorris.wordpress.com 69
http://elisehu.tumblr.com 62
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15 of 9 Post a comment

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  • thank you sir.thelivingroomshop.com
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  • @rdearborn So to A/B test headlines, we use Facebook and bitly to track clicks. NOTE: in order to do this, you need at least 20k facebook fans or so, or the data ends up not that relevant.

    Whenever you create a post on your site, you can create a bit.ly version as well. In order to create two bitlys you have to append something at the end to differentiate urls. So for example: http://yoursite.com/article-headline-here?r=ab1
    http://yoursite.com/article-headline-here?r=ab2

    Anything after the question mark will act as a reference code.

    Once you have your bitlys and two headlines, you can start. Using the headline you think will lose as the first one, paste the first bitly into facebook and let it run for 15 minutes. When time is up, count the number of clicks on bitly, and all the interactions on Facebook (likes, comments shares.) Then from the admin area, hide that facebook post on the wall. Then run the one you think will win for 15 minutes (you can change the headline by clicking the headline when it previews on the wall and editing it.) Collect all the same data. If the winner was the first one, hide the second and post the first one again (when you hide a post it stops being trackable on unhiding.) If the second one was the winner, you win. Let it ride.

    Make sense?

    We used to use delete but found that hiding will keep all the interactions, so better just to leave the hidden post there.
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  • slide 40, bit.ly+facebook+delete button. please explain!
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  • I love this.
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Upworthy: 10 Ways To Win The Internets Presentation Transcript

  • 1. s ‘10 WAYS TO WIN THE INTERWEBS Through Sexier Shares and Epic Visuals*
  • 2.   
  • 3.   and
  • 4.   buckets
  • 5.   o f
  • 6.   testing tons!
  • 7.   with
  • 8.   links
  • 9.   to
  • 10.   hits! optimized
  • 11.   but l
  • 12.   
  • 13.   
  • 14.   
  • 15.   
  • 16.   
  • 17.   
  • 18.   
  • 19.   
  • 20.   
  • 21.   
  • 22.   
  • 23.   
  • 24.   
  • 25.   
  • 26.   
  • 27.   
  • 28.   
  • 29.    with
  • 30.   specia Click
  • 31.   to
  • 32.   see
  • 33.   @ Sara Critchfield & Adam Mordecai 
  • 34.    @saracritchfield & @advodude Netroots Nation 2012 @ #NNUPFTW @upworthy if you are inclined to tweet 1
  • 35. ? Click
  • 36.   to
  • 37.   see
  • 38.   our story
  • 39.   @
  • 40.   
  • 41.   
  • 42.   
  • 43.   
  • 44.   
  • 45.   
  • 46.   
  • 47.   .2
  • 48. Our FoundersEli Pariser Chris Hughes Peter Koechley 3
  • 49. Blend It All Together ches
  • 50.   March
  • 51.   26th,
  • 52.   2012 Laun = As
  • 53.   of
  • 54.   June
  • 55.   11th,
  • 56.   2012,
  • 57.   77
  • 58.   days
  • 59.   later:35,000
  • 60.   Facebook
  • 61.   fans
  • 62.   and
  • 63.   7,300
  • 64.   Twitter
  • 65.   followers 4
  • 66. What Makes Us Fancy Experts? @ @ Sara Adam Critchfield Mordecai Upworthy Editor Upworthy Curator BA in Visual Communications Worked on the Dean campaign from Drexel and maybe caused the scream? MA in Non-Profit Management Used to build websites for Non-Profits From U of Pennsylvania and stuff Did time at Move-On as their Been screwing around on the Community Director internet for decadesHelped build their Social Sharing platform Can imitate muppets Is a *shudder* socialist Is a shrill progressive 5
  • 67. Definition of Upworthy Mitt Romney Rumor that Mitt Getting Tied Romney To His Roof* joked about tying the middle class to his roof.* A video of a middle class person catching Romney saying the Mitt Romney roof thing.*Tied His Dog On The Roof *as far as we know this HAS NOT HAPPENED. Yet. 6
  • 68. POP QUIZ - Pick A Headline! The West Wing learns that the map they’ve known for centuries is a lie and that Africa is way bigger. A. We Have Been Mislead By An Erroneous Map Of The World For 500 Years B. You Know That Map Of The World You First Saw As A Kid? Thats Wrong. Which headline wins? Answers at the end. 7
  • 69. POP QUIZ - Pick A Headline! The West Wing learns that the map they’ve known for centuries is a lie and that Africa is way bigger. Click
  • 70.   to
  • 71.   see
  • 72.   @ 
  • 73.    8
  • 74. So Finally 10 InterwebzThings To KnowFor The Winning 9
  • 75. 1. Nobody Knows Anything.You do not know how to makeyour video go totally viral.Also, we do not know how tomake your video go totally viral.Unless you harness the magicalpowers of a unicorn horn, youwill never know how to make allyour stuff go totally viral. 10
  • 76. 2. Virality Can Be Complex 11
  • 77. Math Is Hard Shares Clicks x View Share =viralityShares per View Clicks per Share Viral? LOW LOW nope HIGH LOW kinda LOW HIGH so-so HIGH HIGH Hell Yeah! To
  • 78.   get
  • 79.   clicks,
  • 80.   you
  • 81.   MUST
  • 82.   focus
  • 83.   on
  • 84.   Headlines
  • 85.    12
  • 86. 3. This Headline Is More Important Than This Talk Obama Blasts Obamas Evasive Stance On Gay Marriage Great
  • 87.   joke,
  • 88.   but
  • 89.   now
  • 90.   I
  • 91.   know what
  • 92.   it
  • 93.   is
  • 94.   and
  • 95.   don’t
  • 96.   need
  • 97.   to
  • 98.   click Obama Says Same-Sex Marriage Should Be Legal BOOORING.
  • 99.   Already
  • 100.   done. Now THIS Is Why I Voted For Barack ObamaWhat’s
  • 101.   THIS
  • 102.   mean?
  • 103.   I
  • 104.   MUST
  • 105.   KNOW!
  • 106.   Click...
  • 107.   click...
  • 108.   click.... 13
  • 109. Upworthy’s Editorial Process 1. You HAVE to crap out 25 headlines for every piece of content 2.You WILL write some really stinky headlines. 3. Once you start getting desperate, you start thinking outside the box. 4.So you HAVE TO WRITE 25 HEADLINES. 5. #24 will suck. Then #25 will be a gift from the headline gods and will make you a legend. 6.Accept that not every headline will be perfect. 7.Then write 25 headlines. 8. With practice, you’ll be writing 25 in 15 minutes. Then I will give you permission to lower your limit. SO PLEASE WRITE 25 HEADLINES 14
  • 110. YOU WILL WRITE 25 HEADLINES!1!!!1Otherwise, people won’t click your links. so I’d write 25 headlines. 15
  • 111. POP QUIZ - Pick A Headline! One of our biggest hits was an infographic on media consolidation. Guess which headline won? A. Who Controls 90% Of Everything Americans Watch, Hear, And Read?  B. The Real Reason They Still Play Mrs. Robinson On The Radio  Which headline wins? 16
  • 112. POP QUIZ - Pick A Headline! One of our biggest hits was an infographic on media consolidation. Guess which headline won? Click
  • 113.   to
  • 114.   see
  • 115.   @ 
  • 116.    17
  • 117. Also...Not sure if we mentioned this yet but you should write 25 headlines unless you want the terrorists to win. 18
  • 118. Guess The Winning HeadlineCALL TO ACTION: Show Your Support For The Very First Gay Fathers Day AdWhat Heroic Thing Did JC Penney Do After Being Targeted by An Anti-Gay Group? This might seems hilarious, but think deeper Top 10 reasons why men shouldnt be ordained  One Of The Greatest Love Stories Ive Ever Seen In 1 Minute And 41 SecondsOne Of The Greatest Military Homecomings Ive Ever Seen In 1 Minute And 41 Seconds 19
  • 119. Guess The Winning Headline 3X
  • 120.   clicks @ 3X
  • 121.   clicks @ 2X
  • 122.   clicks @ 20
  • 123. When People Share Anger The Sweet SpotRelaxation Happiness Don’t share “just chill, we’re all gonna die anyways.” Sadness Click
  • 124.   to
  • 125.   see
  • 126.   fancy
  • 127.    NY
  • 128.   TIMES
  • 129.   Study 21
  • 130. 4. Make It Easy To Share Click
  • 131.   to
  • 132.   see
  • 133.   @ 
  • 134.    22
  • 135. We Write Many Thingers 23
  • 136. We Write Many Thingers 24
  • 137. Click
  • 138.   an
  • 139.   image The Share Image Is to 
  • 140.   see
  • 141.   it’s
  • 142.   page Kind Of A Big Deal Secrets...
  • 143.   
  • 144.   
  • 145.   
  • 146.   
  • 147.   
  • 148.   
  • 149.   
  • 150.   
  • 151.   
  • 152.   
  • 153.   
  • 154.   Secrets...
  • 155.   
  • 156.   
  • 157.   
  • 158.   
  • 159.   
  • 160.   
  • 161.   
  • 162.   
  • 163.   
  • 164.   
  • 165.   
  • 166.   
  • 167.   Secrets... close
  • 168.   up
  • 169.   humansImprovise
  • 170.   when Curiousity?
  • 171.   WTF? Hero/villain Photoshopped?
  • 172.   nope. Curiousity?
  • 173.   WTF?image
  • 174.   is
  • 175.   hard... 25
  • 176. Then we kick our curators- er- tires... Does it leave them wanting more? Is it framed to share? Is it ready to go? Do we need an A/B test? 26
  • 177. Case Study: Zach Wahls written
  • 178.   by Zach Wahls Speaks About Family (youtube title) (~1M views) Text Two Lesbians Raised A Baby And This Is What They Got (moveon title) (~17 million views) Click
  • 179.   to
  • 180.   see
  • 181.   @ 
  • 182.    27
  • 183. Case Study: It’s Time The PERFECT Argument For Gay Marriage Click
  • 184.   to
  • 185.   see
  • 186.   @ Watching This Video Is Like 10 
  • 187.    Years In Therapy They Fight. They Love. They Live. Also, They’re Gay. If This Makes You Uncomfortable, You Make Me Uncomfortableshare
  • 188.   image
  • 189.   takes
  • 190.   it
  • 191.   to
  • 192.   11 28
  • 193. Case Study: Get The Facts Click
  • 194.   to
  • 195.   see
  • 196.   @Original:  Stephanie Cutter: Get the factson Mitt Romney, Big Oil, and the Koch 
  • 197.   BrothersIts About Time: Obama CampaignCalls Out Right Wing LiesTruth In A Campaign Ad? Im AsSurprised As You Are.  300,000 ViewsThis Is How You Kill An Attack Ad 23x
  • 198.   the
  • 199.   clicks 29
  • 200. 5. I Know Your Boss Thinks It’s A Waste Of Time but, I have an idea. You should write 25 headlines and make it easier to share. Then people will want to “click”on your “stuff” and bring “traffic” back to your“website.” Then your boss will “finally get it.” 30
  • 201. 6. Optimize Prime Your website is the gateway drug to sharing. Make sure it shares properly. You should always be testing, always adapting, always challenging what works @
  • 202.   artists
  • 203.   siteArt by Tim Doyle of Nakatomi Inc 31
  • 204. If you don’t this will happen... 32
  • 205. Design Case Study: Share Floating Original Link 1 Floating FB Link 2 Floating Overlay Links + Links Above 33
  • 206. Design Case Study: Share Floating 2 Overlay 142% Links + Links Above Increase in sharing Click
  • 207.   to
  • 208.   see
  • 209.   @ 
  • 210.    34
  • 211. Design Case Study: Share Floating Original Link Floating Hover Overlay Links + Links Above 35
  • 212. Design Case Study: Share Floating Hover Overlay Click
  • 213.   to
  • 214.   see
  • 215.   @ Links 
  • 216.    + Links Above 398% Increase in WINNING! 36
  • 217. 7. Prioritize For Where The People Live good
  • 218.   luck,
  • 219.   if
  • 220.    hey
  • 221.   ladies! not
  • 222.   that
  • 223.   impressiveyou
  • 224.   crack
  • 225.   it
  • 226.   you Pix
  • 227.   please! but
  • 228.   they
  • 229.   like
  • 230.   facts are
  • 231.   a
  • 232.   god. 37
  • 233. 8. Facebook:If You Aren’t There, You Lose Photo posts Links on photo posts Making an ask have 3-4 x to your content get increases interactionthe engagement. 10-30% increase in (DO NOT FEEL clicks GUILT IF YOUR CAUSE IS RIGHTEOUS!) 38
  • 234. Links on Photo Posts...1. Post a link to your content on 2. Make a photo post related to your your site. Wait a bit... content and link it back to the site. Click
  • 235.   to
  • 236.   see
  • 237.   @ 
  • 238.    39
  • 239. 9. Always. Be. TESTING. Optimize.ly Google & Twitter Analytics A/B Test constantly Bit.ly + Facebook + Delete Button Intuition 40
  • 240. 10A. SERIOUSLY, YOU ARE DUMBWe are slightly less dumb than you.Our 2 biggest hits were written up by interns.You will be wrong 90% of the time. Accept it, move on.If you find any unicorn horns let me know.No, we can’t make your thinger go viral. 41
  • 241. 10B. Always Make An Ask. Also, can I ask a favor? see
  • 242.   @ Clic k
  • 243.   to
  • 244.    
  • 245.    Like us on Facebook follow @upworthy, @saracritchfield, & @advodude on Twittter Share our stuff Ask us some questions... make sure to test things... and always write 25 headlines. and if you downloaded this as a PDF, you can find the internets version here .Upworthys 10 Ways To Win The Internets by Upworthy is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 3.0 Unported License. Permissions beyond the scope of this license may be available at http://facebook.com/upworthy. 42