Why Upworthy Was the Perfect Match for Facebook's Inspirational Branded Content

'This partnership was a natural connection'

When Upworthy was created in 2012, the site's content generated an uplifting, positive message. But as it grew, the site understood that the entirety of the human experience is what's inspiring. Upworthy needed to adapt and expand its subject matter or as Eli Pariser, the CEO and co-founder of Upworthy, described the site's evolution, "You can't live on candy alone."

"Your heart gets deep into empathy," said Pariser, "and your head needs data to better understand the world.

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