The Fluid, Creative Agency Inside of RebelMouse

Growing up, my dad started a software company — which gave me the chance to learn how to write code from a very young age. I loved it immediately. The act of creating! A lot of people think of coding as a math or science, but I have always seen it as an artistic language. From the moment I touched code, it was an act of expression for me. My first code was a "Choose Your Own Adventure" experience — it was truly an act of writing and a different way of telling a story.

What I realized quickly as I entered my career in my late teens and early 20s, was that people wanted to put me in a box as just "the developer." I always wanted much more than to just write code and be told what tech should do. I had already worked on viral projects (Dog Island is particularly fun) and built a real eCommerce business for Palo Alto Software.


As I looked at the opportunities of who I wanted to work with, the way Jonah Peretti and Ken Lerer (co-founders with Arianna Huffington on HuffPost) approached tech was exactly me. As CTO of HuffPost, I had design and product reporting to me and was responsible for overall traffic. I worked every day with an amazing editing team so that we could collaborate on how to build a massive and loyal audience together. It was far, far more than just the developer box.

At RebelMouse, I've been able to put together a team of people who are just like me. Most of the team, regardless of their position and title, are technical. Developers manage accounts directly, working not only on product, but strategy, audience growth, and revenue. It's possible because, like me, they don't self-identify as developers in their heart of hearts. The result is an amazing team of people who have fallen in love with particular aspects of the media and content business. Those aspects could be anything — how to get the most out of Instant Articles, what's possible with Google AMP, growth hacking Instagram, or wiring your site for maximum monetization.

In January I closed our SoHo office in NYC because I believe so strongly in distributed teams. We have no bar for geography when we look for talent on the team, but we have a super-high bar on talent. Having an office confused the culture and accidentally excluded our brilliant people who weren't there to hop in a meeting room. Now we are closer and more connected than ever, and we stay linked together across 26 countries. We are fluid between roles and time zones. We also work with clients who are meshed together with their teams. We have fun too, by the way — most of our calls are filled with laughter as we figure out clever things together.

We have a very unique approach and it works for the awesome brands we work with like United, BlackRock, Ernst and Young, and many more. Our creative team strategy also works with amazing media companies like Axios, Dodo, EcoWatch, One Country, and a massive site network we are building. It combines technical skills with artistic creativity. We are inspired by intuition and gut, but we get to check everything against data, and be able to see what is working across a huge set of categories and verticals.

These are the specific services we take on at RebelMouse. More on that below. Let's create something viral + awesome together: creative@rebelmouse.com.

Redesign to Increase Website Traffic

Our philosophy on site redesign is to follow a pattern we've trademarked called Social UX for Media. We wove a lot of social connections into our product. We've done that by studying what users like and what isn't working. We use that framework to make it easy for anyone to launch a site that is as intuitive to users as scrolling through Instagram.

Media sites got too complicated over time, and added too much garbage that we had to clean up before reaching a crisp + effective tone. What is your navigation structure? How does that communicate to users what it means to share your content? The answer is a mix of design/UX and branding to find a real fit with users so you can reach the next level of growth in your business.

Sign up for this service here.

Audience Development

We've developed proprietary tech that identifies influencers across social platforms, and even allows you to form relationships with those pages right from our Entry Editor. We've also got a team of social + audience growth experts who are obsessed with traffic. They can work closely with you on everything from growing Instagram followers to securing repeat viral reach for your content via paid and organic traffic.

Sign up for this service here.

Website Monetization and Implementation

We review all your ad units and CTAs. How are you set up on Instant Articles, AMP, and newsletters? What ad networks are you using? What is your premium sales pitch, product, and deck? We go through everything to discover all the different ways we can optimize your revenue potential, and we help with implementation along the way.

Sign up for this service here.

Custom Web Design and Integrations

We built RebelMouse to be as flexible and fluid as we are. That means if we believe in the idea you have or the new feature you want to build, we can not only build it, but make the idea better through implementation. The devil is always in the details, but the magic is too. It's about how you find something with a closed viral loop that you can release to your audience. It's tricky and requires our fluid approach to really see success.

Sign up for this service here.

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How Axios Built on RebelMouse

The Axios founding team is composed of the industry veterans who built Politico and shaped The New York Times. They had a vision for building a next-generation media site that would not only win in the world of social, but would also build real loyalty and a subscriber base.

Industry: News Media
Headquarters: Washington, DC
Website: Axios.com

Axios is a new media company delivering vital, trustworthy news and analysis in the most efficient, illuminating, and shareable ways possible. They offer a mix of original and smartly narrated coverage of media trends, tech, business, and politics with expertise, voice, and smart brevity — on a new and innovative mobile platform.



With some of the best writers in the world, Axios knew that, to be successful, they would need to provide next-generation authoring tools as well as a next-generation front-end experience for their readers.

Project Requirements:

  • Get to launch quickly while still having tremendous depth in technology
  • Build a next-generation media property
  • Empower editors with technology for breaking news
  • Build a CMS that manages and elegantly assembles content into articles
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Build and Create Communities with Facebook’s Latest Updates

New Facebook product updates and algorithm changes pop up just about every week, and we don't expect our clients to scour the internet looking for every last one. Which is why we do our best to keep you up to date with every important platform initiative.

To avoid compromising reach and engagement, it's important to understand Facebook's recent updates and how you can incorporate them into your social strategy. Within the last couple of months, Facebook released a few key updates to better suit groups, content creators, and monetization practices.

Here are some to be aware of:

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LATEST: Product Updates Make Sharing a Breeze

There are two things we love at RebelMouse: upgrades and social sharing. Our CMS remains intuitive through our upgrades, mainly because we are constantly making small tweaks to improve our clients' workflow. Our latest round of product updates now set up your content for even more social success — keeping the almighty share top of mind.

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Publish on Google News in 3 Steps

We're obsessed with getting your content to its maximum audience, and that means it should travel across platforms seamlessly. Google News is a great way for news publishers to engage new followers. Google has a number of guidelines that cover how to get everything right, so let's go through those first.

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NEW! Edit Media Tool for Post Images

It's no secret that imagery is critical to creating a compelling post. A captivating visual is what really helps drive shares and engagement on social. That's why we're constantly updating and creating new tools that enable you to create the perfect image-centric post. Meet the new Edit Media tool.

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How to Launch a New Site Before the New Year

Do your New Year's resolutions include launching a website? If so, don't wait until 2018 to get the ball rolling. RebelMouse can design and launch a new site for you before the New Year, so you can focus on goals like growing brand recognition and loyalty instead. Already have a site? No worries — we can migrate your content and optimize your site design in no time, too.

Clients that have launched with RebelMouse are seeing revenue-impacting results, and they're getting them fast. Azula saw a 298% growth in Facebook traffic, Odyssey's new users have increased by 25% in just one month post launch, and Axios is creating loyalty unheard of in the media world right now. This isn't by luck. Our team of growth experts understand what goes into creating a successful website, and are able to create a mix of design, user experience, and branding that will capture your maximum audience.

This can all be done in four quick and easy steps:

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