Media fixates too much on Upworthy's headlines, CEO says

Upworthy CEO and co-founder Eli Pariser talks about what makes people want to share content: It's not just the headlines, he says.

Pariser, who honed his data-driven chops at MoveOn.org, said the media's obsession with Upworthy headlines misses half the story. "Some of the stories about us have focused too much on the headlines, but to have content that's really shareable, it has to be something people actually want to share," he said. "We look at how much people click, but also how much people share [after they click]. The only way to get something that does really well is to deliver on the quality that you're promising in the headline."

  • Andrew Beaujon

    Andrew Beaujon reported on the media for Poynter from 2012 to 2015. He was previously arts editor at TBD.com and managing editor of Washington City Paper. He's the author of the 2006 book "Body Piercing Saved My Life," about Christian rock and evangelical Christian culture.

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