Marketing, Content  /  1.3.14  / 1-min read

How to Curate Content the Upworthy Way

One of my favorite websites is Upworthy, a news aggregation site that shares videos and articles about “stuff that matters.” Upworthy targets The Daily Show generation with content that is fun and shareable, but also has a bit of meat on its bones, and a distinct point of view.

Upworthy rarely creates any content on its own—instead, it curates content. Upworthy’s editors or “curators” scour the web for interesting, shareable, and meaningful content that will resonate with its readers—whom Upworthy identifies as “people who care about what's going on in the world but don't want to be boring about it.”


Content curation can work for any business. It simply requires dedication to comb through the clutter and select videos, images, articles, and infographics that fit your brand and will resonate with your key audiences.


Ready to start curating, but overwhelmed by the amount of content out there? Try creating a short list of metrics against which you can measure every piece of content that you’re considering sharing. If a piece of content doesn’t pass each metric on your list, toss it aside and move on to the next one.


For example, according to BrandChannel, Upworthy says it focuses on selecting quality content according to three metrics:


  • Is the content substantive, engaging, and maybe even entertaining?
  • If 1 million people saw it, would the world be a better place?
  • Does the content actually deliver on the promise of the headline?


Upworthy’s metrics work because they’re simple and true to the site’s mission. By applying these filters to each piece of content under consideration, Upworthy ensures that its site is filled with engaging, shareable content that’s poised to go viral.

Post written by

Sarah Grenon

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