Upworthy annonce son pivoting vers la création de contenu façon mea culpa

don-draper-tobacco-letter

On pense ce qu’on veut de Upworthy et autres clickbaiters.

Leur virage vers la création de contenu – comme d’autres avant eux, façon Netflix ou Buzzfeed – est en tout cas opéré avec audace et fracas. Jolie posture de marque.

Jolie leçon de marketing made in Silicon Valley : attract users first, then monetize. Une démonstration par l’exemple de leur capacité à créer une audience. Qu’importe la mise en scène draperienne d’un pivot joué d’avance mais bien raconté (« nous avons créé un monstre« ).

On leur souhaite bien du succès.

Why Buzzfeed desperately need gatekeepers

buzzfeed racism

It’s been a couple of years that our newsfeed continually showcase baby koalas and dancing kittens.

Buzzfeed has been created in 2006, during the web 2.0 boom. At this time, traditional newspapers players couldn’t predict social media would have such an impact on their traffic. Today, 75% of Buzzfeed readers come from SoMe.

Quite naturally, there’s a gap between what people read and what they share. Buzzfeed understood this early. It started with lists, then GIFs, then every kind of stuff that people want to like, tweet or share.

I don’t really care about Buzzfeed. They’re smart blokes, they’re taking the money where it is. What bother me is when their editorial line cross the border, producing racist content or stupidity (this French article where BF editor happily explain that despite lolcats, French peeps deeply engage with regional stereotypes and anti-parisian content).

As Eli Pariser phonily explained a couple of years ago, people need gatekeepers to have equal access to a plurality of sources.

A few years ago, French intelligentsia choked when TF1 boss Patrick Le Lay asserted that telly wasn’t about elevating programs but entertaining people between commercials. Yet, TF1 is one of the biggest funder of the creation in France in Europe and is compelled to broadcast all kind of content. Call it communism but this is the French exception and we’re kind of proud of it.

Buzzfeed is like TF1 without gatekeepers. One day if anti-Semitism and witchery are what’s trending, no doubt it will jump on it.

Oups, Godwin point.

You won’t believe these insights on Upworthy

Everything has already been said about the Upworthy model: from luring titles tested among 20 propositions, Eli Pariser one of their co-founder, the « fastest growing news site ever »…

Here’s a deck digging a couple of insights:

upworthy attention war articles quality graph bell curb

Before

upworthy attention war articles quality graph
After

1. Not sure that these graphs depicting the evolution of our content consumption aren’t the sole product of the evolution of content availability shown below:

upworthy attention war articles quality volume content

Still, UW bet on content itself rather than volume to stand out.

2. Really liked this idea of a journey of opportunities for Upworthy. Each stage has its importance, KPIs, and tasks:

upworthy attention war journey actions

3. Awesomeness here again where Upworthy compares number of visitors and attention minutes. I don’t really know how they manage to make a few visitors spending a lot of their attention on their site but it’s great consideration for a category starving UV rather than engagement.

upworthy attention war articles visitors attention upworthy attention war visitors attention

4. Their best talent lies within optimization (slide 32 to 34). Each little detail count to increase clicks.

5. Last but not least and perhaps the less obvious is that Upworthy pretends to exist to fight for social values… You’re the only judge.