Upworthy Pivoted, and You'll Never Guess What Happened Next

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Upworthy rose to fame—or infamy, depending on how you look at it—by using “curiosity gap” headlines to drive massive amounts of social traffic to content that it found on the web. Other viral outlets quickly imitated that approach, however, and Facebook dialed back the promotion of such stories in its news-feed algorithm. So Upworthy has pivoted away from that strategy and is now focused on creating its own content, according to editorial director Amy O’Leary, who released a presentation on Wednesday detailing the new approach.

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