Upworthy are sorry for the clickbait, and you won’t believe what they are doing next (It’s storytelling)

We have all seen the shift in ‘content marketing’ that was driven by Upworthy’s radical A/B Testing (A/B/C/D/E/F/G Testing) of headlines that led to massive growth in their media platform. The unintended consequence was a mass adoption of the method and metrics by every content marketer striving to increase traffic.

Now, in this apology (and infinitely shareable strategic repositioning statement) from Editorial Director Amy O’Leary, Upworthy are entering the already crowded ‘Storytelling’ market.

The point of difference appears to be in their perspective on bringing the best of the craft of storytelling to the emerging area of data driven stories. It’s not an entirely new idea (as this 2013 blog post from Juice Analytics¬†illustrates) but given Upworthy’s proven ability to have a game changing impact on content sharing, this will be a space to watch.

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