I just found out my TED.com talk on fashion and copyright was deemed Upworthy. As you probably know, Upworthy is a crafty outfit that goes to great lengths to increase viewership of video content that serves some kind of socially progressive purpose. Part of their process includes generating multiple potential headlines and photos, and testing the different combinations on different platforms to see which combos attract the most views.
Of course it’s fascinating to me to see what they decided worked best for my video:
I must say, it never occurred to me that my argument was something “hippies” would love, but there ya go!
I’ve been following Upworthy’s progress for the last two and half years, and I was especially excited to hear about how they are developing new metrics for assessing how people are engaging with the media they’re promoting. Uniques? Nah. Time on site? Nope! Their latest focus? Attention Minutes, which they define here:
Attention Minutes measures everything from video player signals about whether a video is currently playing to a user’s mouse movements to which browser tab is currently open — all to determine whether the user is still engaged. The result is a fine-grained and unforgiving metric that tells us whether people are really engaged with our content or have moved on to the next thing.
At the Norman Lear Center, where I’m managing director, we have been studying the “Attention Economy” for several years, and now with our Media Impact Project, we have the opportunity to develop tools that accurately measure human attention. Needless to say, there’s a great deal of debate about how this might be done and so we invited several experts in the field — including Daniel Mintz from Upworthy — to debate the topic on our new website, The Fray. Launched with a skeptical piece by Richard Tofel from ProPublica, we solicited responses from ChartBeat, LunaMetrics, the Financial Times, Parse.ly and Columbia University.
This is not a debate that’s going to be settled any time soon, but I sure hope I find out whether my little video turns out to be must-see-TV for hippies.