For a year or two in the early 2010 s, a certain category of cheesy, irresistibly uplifting headline was inevitable on Facebook. You know the trope- person died in an exhilarating behavior, a potentially bad place led to an unlikely friendship, a hound saved someone’s life. Followed, almost always, by “You’ll never believe what happened next.”

It was a sure bet to utter material travel viral, and traffic-hungry publishers submerge Facebook with curiosity-gap headlines. A emcee of websites dedicated to churning out viral clickbait–Viralnova, Distractify, Diply, Upworthy–flourished.

You’ll unquestionably believe what happened next. The format quickly devolved into a cringe-inducing punchline. In reply, Facebook nipped the algorithm that measures which stories appear in its News Feed, and commerce to most viral publishers plummeted. Some sold, others changed strategies, others folded. Now, the easiest practice to rise viral on Facebook is with political information to take in order to elicit anger and fear.

That is, unless you are the one viral publisher that has flouted the algorithm and thrived. Against all curious, Bored Panda, a blog started by a Lithuanian photographer in 2009, remains among the top publishers on Facebook. As its contender has faded, Bored Panda’s swelling has accelerated. In October, Bored Panda says it touched 116 million unique tourists, up from an average of 17 million per month last year. The busines pays to promote some fibs, though it properties much of the recent emergence to organic traffic.

Much of that freight “re coming” Facebook, where Bored Panda’s October affixes on average generated more likes, shares, and other reactions than any other English-language news site, according to NewsWhip, a information analytics provider. Bored Panda had more than three times as many bookings per post as its closest challenger, conservative word site Daily Wire. In total actions, Bored Panda graded second only to, and ahead of major news organizations like NBC, the Daily Mail, the New York Times, and CNN.

It’s a surprising ranking for a 40 -person site associated with the early days of blogging–a throwback to when the Internet was less an addictive, stress-inducing thought of the ugliness of modern life, and more a neighbourhood to kill time “when hes” accepted. With its simple-minded, nutritious tales of ornery animals and feel-good photo projections, Bored Panda has prospered by sidestepping the fury. NewsWhip attributes Bored Panda’s success to its light-hearted focus , noting further that visual-heavy fibs about dog-paw tattoos and mare mustaches were among the most shared narrations across Facebook in September.

As many digital publishers struggle to live up to high valuations and expectancies of hypergrowth, Bored Panda is remarkable for shunning outside financing. The place expects to record $20 million to $30 million in revenue this year from banner ads, content recommendations, and a few branded-content deals, rendering more earning than it knows what to do with, according to founder Tomas Banisauskas.

Fewer Articles, But Better

Like countless beings watching the explosion of blogging in 2007, Banisauskas experienced job opportunities. He and a classmate want to get emulate the success of other blogs, so they started a blog announced “Million Dollar Plan.” They rubbed the web for stories of online success, blogged about it on a WordPress site, and ran some Google Adsense ads. “We didn’t know much, but by teaching others we could learn ourselves, ” he says. Eventually they started giving a few dollar per day from the ads. “It was like a supernatural, ” he says. “You were putting something on the internet and making money.”