You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract Upworthy, Joining a Refrain, Says Paid Posts Get More Views Than Editorial Viral Site Also Names Media Exec Kim Kelleher to Board By Michael Sebastian, Published on July 10, 2014 2 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.