Even the most boring subject can go viral

PR pros should never say something is too boring, dry, abstract, long, or complex to generate buzz. Just look at Upworthy.

Ragan Insider Premium Content
Ragan Insider Content

There is conventional wisdom about what kind of material will go viral on the Internet: celebrity slide shows, lists like 10 tips for losing belly fat, and quirky kitten antics. Then there is the path of Upworthy.com, whose goal is to make more serious content as fun to share as a ‘video of some idiot surfing off his roof.’ Surfing idiots are tough to beat, of course, but Upworthy has shown that by selecting emotional material and then promoting it with catchy, pretested headlines.”

To read the full story, log in.
Become a Ragan Insider member to read this article and all other archived content.
Sign up today

Already a member? Log in here.
Learn more about Ragan Insider.