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."

@samimain sami.main@adweek.com Sami Main is social editor for Adweek, where she posts Adweek content onto social platforms and looks for creative ways to communicate what's new.