Since WeTransfer launched in 2009, we have always given away 30% of our full-screen background images, or wallpapers, to the creative communities. We use them to support and showcase artists, designers, musicians and organisations whose work we admire. As WeTransfer.com has grown to 36 million unique users every month, this has become a significant, ongoing commitment to the creative world.
In April this year we launched our new blog This Works, which tells the stories behind the creatives we showcase through this 30%. The idea was to explain who these people were, what the project we were featuring was about and, tangentially, to explain why we were so excited to support them and their work.
Freed from the pressures of commercial publishers – to drive clicks and eyeballs to feed advertising – we wanted to tell creative stories in different ways and create evergreen content that would be as relevant in six weeks as it would be in six months or even six years.
We also wanted to work the other way round and create self-initiated editorial series we could promote via the blog and the WeTransfer platform.
The results so far have been beyond our expectations. We have more than 500,000 unique users visiting the site every month, and crucially they are engaging with our content, with an average time on page of 2:30 minutes.