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Special Project

Special Project
From the 10th Annual Shorty Awards

Best Use of Video

Entered in Video


IBM's Facebook page currently garners the highest engagement rates among B2B tech brands. We use video on Facebook as a way to share major news, our culture and brand, and our people. We work closely with our Facebook partners to understand what types of content are resonating, and areas where we can lead in innovation, such as ASMR videos and Facebook Live broadcasts. Our objective is to drive meaningful interactions among our key audience segments through low-cost, high-impact content. Our secondary objective is to drive brand awareness through early adoption of new social platform capabilities. Our key KPIs are Engagement Rate, Audience Engagement (comments), Brand Engagement (replies--yes we tally up each time we reply), Amplification (Shares), Applause (Likes) and Audience (followers).

Strategy and Execution

We shape our stories to align with the most successful content types on Facebook, in order to reach the largest segments of our audience organically. We work with our media team to boost with paid dollars as we see things garnering significant organic engagement. Our team measures analytics meticulously so we are constantly tracking the shifts in the Facebook algorithm and our audience consumption habits. We are constantly listening to deem what resonates with our specific Facebook followers, and testing different types of content, including Facebook Live, ASMR, time-lapse, and profile pieces, to name a few.


Our most successful Facebook Live garnered over 4 million views, with more than 95,000 unique viewers. We saw more than 700 shares, more than 600 comments and nearly 5,000 reactions (likes). In total, our Facebook Live broadcasts this year have garnered approximately 7 million views, 25,000 likes, 2300 comments, and 6500 shares. We're seeing significantly higher engagement rates, views, and unique viewers on Facebook Live versus YouTube videos.

Our most successful videos were our first ever produced ASMR video, a time-lapse video of an IBM Mainframe being built, and a profile piece named "Mainframe Kid" - featuring a 19-year-old IBMer who built a mainframe in his basement. The ASMR video garnered 808,000 views, 6.3+ reactions, 950+ comments, and 3,800+ shares. The time-lapse video garnered 551,000 views, 1,100+ reactions and 224 shares. The "Mainframe Kid" video garnered 738,000 views, 450+ reactions, and 60+ shares.


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