Upworthy lands Unilever as first brand customer #aadigital.  (PRNewsFoto/Upworthy)

Upworthy Reveals Audience Behavior, Begins "Collaborations" With Brands, NGOs

Unilever will be first commercial brand in new program, underwriting curated content around building a brighter future for children

Apr 01, 2014, 09:20 ET from Upworthy

NEW YORK, April 1, 2014 /PRNewswire/ -- The average Upworthy post generates 42x as many Facebook interactions as the average post from a top 50 U.S. media site. Promoted brand content on Upworthy.com performs at 73x the average. These and other first-time insights into the highly engaged Upworthy audience will be shared later today at the Ad Age Digital Conference here. The company will also announce its initial revenue approach, and that Unilever will become the first commercial brand to join a new "Upworthy Collaborations" advertising and sponsorship program.

Today, Upworthy has one of the most engaged audiences on the Web:

  • The average piece of Upworthy content drives more than 75,000 Facebook likes per post, some 12x more than BuzzFeed, according to engagement data from Newswhip.
  • In 2013, the average unique Upworthy.com visitor spent 11.44 hours with the company's curated content. Currently, the site is registering more than 5 million "attention minutes" per day.
  • Unique monthly visitors to the site now consistently top 50 million.
  • And 78% of Americans on Facebook have either Liked Upworthy or have a friend who has.

"Billions of sharing actions take place in our network, and Upworthy consistently ranks number one across many of our social metrics, from shares-per-post to percentage of incoming traffic from social networks," said Sachin Kamdar, CEO of Parse.ly, a provider of content analytics solutions for publishers, whose clients include Conde Nast, Fox News, Atlantic Media, and The Cheezburger Network.

"Upworthy attracts a huge community of highly influential, socially conscious citizens — people who share our goal of building a better future for children," said Marc Mathieu, Unilever Senior Vice President, Global Marketing. "Our partnership will include work for several of our brands, and we are looking forward to seeing how effective story-telling can help us engage with people more meaningfully."

Unilever Marketing Vice President Kathy O'Brien will join Upworthy co-founders Eli Pariser and Peter Koechley on stage at Ad Age Digital to discuss the companies' partnership to promote the core values of Unilever's Project Sunlight. The program aims to engage people in more sustainable behaviors that will create a better future for children. Upworthy will curate content from across the web, highlighting stories of leaders working toward a more sustainable world, and will work with Unilever agency partner Mindshare to promote the best Project Sunlight content.

"Unilever's leadership in moving to improve child welfare and contribute to a more sustainable world made them a strong fit for this program," said Upworthy's Pariser. "The heart of Project Sunlight matches several of the top topics our audience voted to see more of in 2014. We look forward to working together to bring more attention to young people who are making the world more sustainable."

First Three Types of Upworthy Collaborations

Participation in the Upworthy Collaborations program will extend to brands, nongovernmental organizations (NGOs), and foundations. It will take three initial forms:

  • Promoted Posts — Here, participants create content and pay Upworthy to present and distribute it on Upworthy.com and Upworthy social channels. Pilots of this approach in 2013 included one with Skype.
  • Sponsored Curation — Here, participants underwrite Upworthy's curation costs on a given topic. In this category, Upworthy retains full editorial control of both the selection and presentation of the content. Pilots of this approach in 2013 included All 7 Billion with The Gates Foundation.
  • Content Consultation — Here, Upworthy will work with participants to advise on content selection, packaging, and distribution strategies with a focus on testing and optimization to draw shared insights as a relationship evolves.

The program blends these elements with additional reader-engagement tactics to build always-on content partnerships, fueled by shared learning, organic optimization, and true relationship building with the Upworthy community.

Reception to the paid-content pilots in 2013 was positive, with strong performance of the individual posts and praise from the Upworthy community for how clearly the content was marked.

Upworthy Collaborations launches amid continued strong performance from the two-year-old company:

  • Upworthy's core community of subscribers now tops 7 million, comprising nearly 6 million Facebook fans, 1.6 million email subscribers, and more than 350,000 Twitter followers. All receive Upworthy.com content daily and form the core of a massive sharing community.
  • In recent months, Upworthy was named the fastest-rising start-up at The Crunchies; a Coolest NYC Company to Work For by Time Out New York; and one of MIT Technology Review's 50 Smartest Companies of 2014. The company was previously named one of the 50 Best Websites of 2013 by Time magazine.

Upworthy brings massive amounts of attention to things that matter in the world. Every day, curators unearth and spotlight awesome, important content using a proprietary approach that combines deep social science, strong voice, and a passionate community. Co-founders Eli Pariser and Peter Koechley have raised $12 million in initial financing from a group that included prominent venture capital firm Spark Capital, the Knight Foundation, and leading individual investors such as Facebook co-founder Chris Hughes, Reddit co-founder Alexis Ohanian, and BuzzFeed co-founder John Johnson. Each month, more than 50 million people experience Upworthy content. Learn more at http://www.upworthy.com.

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