Despite a full-time job as an executive video producer, I actively campaigned to work for upworthy.com as a social media curator. The reason? I wanted to understand the magic of helping a video go "viral." Before being hired, Upworthy played a part in helping a few of my personal and government videos go viral with their social media framing. In conversations with their curators, I began to understand that helping videos go viral involves a lot of luck, creativity and data-driven decisions. I learned that social media framing is a skill set that can be honed just like non-linear editing or cinematography.
During my time at Upworthy, I published over 65 posts that generated over 23 million page views.
My job was to:
find compelling multimedia stories that I believed could go viral and met Upworthy's progressive mission
pitch and champion those pieces through the extensive editorial process
develop the appropriate headline and framing for presentation online
A/B test every aspect of the framing to optimize "shareability" of work; that meant testing headlines, share text, sub text and thumbnails
mentor and build partnerships with content creators to ensure they shared upcoming work with us
Click the picture below to see a video that I discovered and helped receive millions of views through Facebook.