Insights, tools and research to advance journalism

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.”

Read More

Need to Know newsletter

The smart way to start your day

Each morning we scour the web for fresh useful insights in our Need to Know newsletter. Sign up below.

The American Press Institute

Our mission

We help transform news organizations for an audience-centered future.

Our programs for publishers focus on four things:

  • 1. Understand your audience
  • 2. Get your audience to pay
  • 3. Transform your culture
  • 4. Do your best journalism
  • Find out more about API »

API solutions for publishers

What we can do for you

API offers a suite of original tools and services for solving the biggest challenges in news:

  • Decide what beats to cover and how
  • Identify and develop the skills you need
  • Assess and improve your culture
  • Drive more reader revenue
  • Drive loyalty through accountability journalism
  • Make analytics work for you
  • Contact us to find out how »