[thattallguy]

I've seen Upworthy work from up close and from my experience this post misses out of a few keys.

1) The process that drives Upworthy' success is the way they write and TEST headlines. Sure their current title types won't work forever, but they are incredibly good and testing and improving on processes. I would expect this to continue.

2) The majority of sharing (and thus traffic from) facebook is done on individual profiles (and not the organization's facebook page). One video I worked on was shared by 90,000 individuals. Accessing the profiles of that many people is the key to making FB work for any organization. This focus on the page is misguided.

Sure the reduction in reach from their fanpage will impact their ability to spark initial interest, but that's just one of the channels they use.