If you watch people shop in a grocery store, 95% of the time they are scanning the shelves for the packaging, making the choices on that before they turn the bottle around and look at the nutrition information. People choose their media that way too. So you can have a piece of media with the exact same nutritional value in it with different packaging and the consumer is going to choose the one that appeals to them most.

Upworthy’s Editorial Director Sara Critchfield, as quoted in this Nieman Lab article on Upworthy’s social success.

FJP: Today’s must read. It’s a thought-provoking piece on social curation and media packaging that not only breaks down a successful curation methodology, but also sheds light on the fact that the way we consume media is not unlike the way we consume food (see: Clay Johnson’s The Information Diet).

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