The document discusses how Upworthy is able to generate massive social engagement by focusing on creating high-quality, meaningful content centered around important issues. It notes that Upworthy delivers over 31,000 social actions per post on average, significantly more than other top media sites, despite having a modest volume of content. The document advocates that brands can also benefit from collaborating with Upworthy by creating sponsored content that aligns with Upworthy's mission and focus on important themes, in order to reach large audiences and generate significant social sharing and engagement for their messages.

2. The average person
has the potential to
see 1,500 pieces of
content daily.
A tiny fraction will
been seen, clicked,
read and shared.

3. 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

4. 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

5. The power
of purpose
The significance
of quality
Blueprint for
brands

6. 31,000 social actions per post
(Newswhip February)

7. #1 reason for sharing…
“to draw attention to
something important.”
(Google Consumer Survey)

8. Meaningful life,
Meaningful work,
Meaningful media.

9. 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
Source: Internal data, Facebook data, February

10. O
77%
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

11. O
77%
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

12. 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

13. 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

14. Fewer than 3 in 10 graduates in
science, technology, engineering,
and mathematics are women.
!
And barely 1 in 10 engineers
are women.

15. or

16. Link to Video!
http://www.upworthy.com/move-
over-barbie-youre-obsolete

17. 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’!

18. 2 Million Views
$100k / 23,000 orders
12 Million Views
200,000 Votes
Superbowl.

19. Source: Stratechery “Five-
Thirty-Eight End Average”
Articles
Consumed
Low QualityHigh Quality

20. Low QualityHigh Quality
Source: Stratechery “Five-
Thirty-Eight End Average”
Articles
Consumed

21. Headlines
are this part
Curation is
a Craft
Distribution is
a Science

22. Attention Minutes Tell A
Bigger Truth About Quality
Interest Consumption Sharing

23. A new barometer for content.Readers
Attention Minutes
Just
looking at
page views

24. A new barometer for content.Readers
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

25. Attention
Minutes
Visitors
New insights on distribution .
Visitors
Attention Minutes
Source: Internal referral data

26. Makes
them stay
A new lens for behavior.
Thought
ProvokingHappy
Inspiring
Funny
Shocking
Troubling
Touching
Makes them share
Source: Internal referral data

27. Quality is the through-line
Interest Consumption Sharing

28. Compelling
Transparent
Mission-aligned

29. 60000
Upworthy The Atlantic The Blaze Slate.com Elite Daily NPR Buzzfeed NYTimes BBC Bleacher Report Huff Po
73x
Brands
like…

30. Promoted Post delivered a
message of connectedness
and serious owned & earned.
10k Likes
7.3k Shares
2.3 k Comm
30000
During
After
247k Views
300000
+30%
+130%
+150%
+200%

31. Sponsored curation
delivers the reach of
healthy-sized website.
18M
Unique
Visitors
100M
Social
Reach
Millions of
Attention
Minutes

32. !
Promoted Posts of brand
content that fits mission.
1
Sponsored Curation
on important themes
2
Content Consultation
for crafting content and
shared learning.
3
Brand
Values
Important,
Meaningful
Content
Upworthy
Collaborations
Blueprint for
Brands

33. Promoted and curated content
aligned with the top topics our
community asked to see in 2014
Better more
sustainable
world
Important
messages,
compelling
content

34. Brand
Values
Important,
Meaningful
Content
Upworthy
Collaborations

35. The power
of purpose
The significance
of quality
Blueprint for
brands