Germany’s Heftig, which modeled itself after Upworthy, looks toward original content

Just as Upworthy pivots to original content, its German lookalike is looking to do the same. Similarly to Upworthy, Heftig attributes most of its success to Facebook traffic. But as Upworthy’s traffic has fallen, so has Heftig’s, leading the German site to launch verticals around topics such as animals and to put a larger emphasis on original content. Brandon Silverman, CEO of CrowdTangle, says of Facebook’s traffic shift: “If you look at your feed a couple years ago, it was full of memes and image collages. Now there’s a lot more long-form. It’s making creators more valuable and harder for people who are doing curation.”