Upworthy Changing Its Game to Less Aggregation, More Reporting

If you think Upworthy’s aggregation game is getting a little stale, then Upworthy would actually agree with you! The site famous for churning out tons of posts with notoriously clickbait-heavy headlines and content meant to yank the progressive heartstrings has declared a new direction.

In an announcement on their blog, Upworthy’s editorial director Amy O’Leary said that as one of the web’s most viral sites, there was an opportunity for them to do more “creation” rather than just “curation”:

“We believe that high-quality, mission-driven, data-informed storytelling that works with platforms, not against them, is a truly exciting and defensible new frontier.”

That storytelling will still reflect the “empathetic” nature of Upworthy that has made it famous, but the idea behind expanding into something more original than other people’s stuff is that videos and reporting are harder to rip off.

And the headlines? You’ll Never Believe That They Aren’t Going Anywhere.

[h/t CNN Money]

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