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Special Project

Special Project
From the 10th Annual Shorty Awards

NowThis on Snapchat Discover

Winner in Snapchat Discover Story

About this entry

We aim to deliver new, fresh, youth perspectives on the day's news, built specifically for the highly visual world of Snapchat. We encourage young people to care deeply about the world around them by engaging them in new ways on the platform they use everyday.

We leveraged this visual environment to deliver eye-popping, interesting and relevant video news in our signature conversational NowThis tone. Our daily Discover editions are a collection of smart, quickly digestible stories that matter to young people.

We are current, clear, accessible, intriguing.

We ask real questions and deliver honest answers.

We make news human.

Why does this entry deserve to win?

Our goal here was to do nothing less than reinvent daily news in a heavily graphic, here today, gone tomorrow environment. With major news competitors and iconic news brands on the platform, we were nonetheless aiming to stand out, be unique and engage a loyal Snapchat audience every day.

For young people, by young people, NowThis made a strategic choice not to repurpose articles or other news stories. Rather, we built our Snapchat Discover experience from the "platform up" -- constructing a content strategy that emphasizes a visual experience and unique interactive opportunity to tell the important stories of the day. Knowing that young people demand fast, clear storytelling on Snapchat, we created an easy-to-consume graphic identity that instantly engages and communicates. Our voice and writing is equally sharp and conversational. You know a NowThis Snap Story instantly.

On most days, NowThis provides a combination of serious and lighter stories as part of the mix - to both educate and entertain or millennial audience. Occasionally, we do daily takeovers on a subject that is particularly resonating with young viewers. On October 1, 2017, we devoted an entire edition to the back-and-forth between President Trump and the NFL. We are concerned with telling our audience both what they need to know and what they want to know - and this edition achieved both.


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