Upworthy’s secret sauce is now in the hands of brands. Following limited partnerships with Dove, Skype, and theBill & Melinda Gates Foundation, Upworthy is launching a full-blown ad program and content consultancy. The goal? To bring brand-approved causes to a Facebook feed near you. According to a blog post from cofounders Eli Pariser and Peter Koechley, the site’s editorial team will remain independent outside its brand partnerships and the site will not serve as an outlet for “greenwashing.”
Website Upworthy has turned digging up emotional videos and attaching irresistible headlines to them into an art form. Now the company wants to start making money off your clicks. Today Upworthy announced a new native advertising partnership program that will allow businesses to pay for sponsored posts on Upworthy or commission the viral experts themselves to craft content made to be shared on social media. Like viral competitors such as Buzzfeed, Upworthy is eschewing traditional banner ads in favor of paid ads that looks much like editorial content. “There are no expandable banner ads, homepage takeovers, or garish advertorial content on the site,” the company wrote in a blog postannouncing the new ads. “You will see tasteful sponsorships, clearly disclosed promotional content, and excellent curation around topics that both the brand and Upworthy believe in deeply.”