How Upworthy Increased Social Shares 28% Through A Recommended Content Experiment Testing from wireframe stages paved the way for maximizing reader engagement Optimizely Founded in 2012, Upworthy is an online media company built upon one key principle: news virality through videos. The company’s co-founder, Peter Koechley, is constantly looking for ways to increase social sharing around Upworthy’s content on platforms like Facebook and Twitter. Challenge: Recommended Content vs. Social Sharing “In the earliest days of Upworthy, our goal was to find people on social media and draw them in,” explains Peter, “and then get them to continue sharing as well. We wanted to optimize that loop. ” But as Upworthy’s audience grew, Peter realized that the site’s design was not keeping up with the needs

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