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40-year-old moms are actually the ones supporting viral content, not Millennials

Washington Post

The people fueling the viral Internet aren’t actually Millennials, but 40- to 45-year-old mothers of Millennials, Caitlin Dewey writes. For Upworthy, which is moving towards more original content and data-informed story selection, the audience tends to be female and over 40. This could be due to the fact that there’s a lot of middle-aged mothers on Facebook: One-third of Facebook’s users are over 45 and over half are female. And these mothers are now looking for something more original than just cute animals, says viral publisher Little Things’ content director Maia McCann: “You can’t just be cute for the sake of cute anymore. It’s all about heartwarming, inspirational stories. A video of a bunny eating a raspberry won’t do well.”

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