- According to mission-driven viral publishers Upworthy, its four-month-old native ad program regularly outperforms its editorial posts.
- Its sponsored posts are purchased by brands like Unilever, Skype, and CoverGirl, and they typically get three times the shares and 3 1/2 times the amount of pageviews as editorial posts.
- Upworthy is hoping it can be the go-to place for brands looking for native advertising on serious subjects — sort of an alternative to another go-to native ad spot, BuzzFeed.
Upworthy's main mission, to share important content that makes viewers feels something, is helping propel its native ads forward just like its editorial. For Upworthy, it's really more of a content curator than a publisher, so the native ads created for the site might stick out to viewers more than other posts. Regardless, advertisers could take note that creating native content that makes people care works.