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Special Project

Special Project
From the 11th Annual Shorty Awards

In The Know by AOL

Entered in Facebook Video


In The Know by AOL was created with the intention of bringing the latest and greatest viral stories, trends, products and places available. We set out to create a video brand that was able to bring users content they wanted to see and share with their friends. In 2018, we managed to shape our brand into that, and really dedicated ourselves to creating the best content we could to educate and inspire our followers.

Strategy and Execution

Our strategy mainly focuses on bringing content to our users in best way possible, whether that be creating a page specific to a content category, like Creativity and Arts, or making sure that we're sharing across pages in the best way possible. Our team is unique because all of our video editors are owners of each individual video from end-to-end. Each contributor to the team pitches an idea, sources or films the idea, creates the video, and crafts the social post and strategizes distribution for it. This ensures that each team member is dedicated and has full control over how to present their creative idea or pitch. Additionally, we have put more and more focus on creating original content to help grow our following, like this video about giant drinks that garnered +24M views, and this video we produced about Hollywood makeup that amassed +85M views.


Our distribution strategy has paid off -- we were one of the top video publishers on Facebook in 2018 and are hoping to continue this into 2019. As a result of our work, In The Know Innovation was the #3 video publisher on Facebook in July 2018 (Tubular Insights) with . On top of that, across all pages, we had more than 20 Billion video views throughout the year, featuring content in all categories from health to tech to travel to beauty and more. This was above and beyond our team expectations, and reinforced our theories about team structure and content creation tactics. Our top performing video got 156M views, our second highest performing video got 146M views, and our third highest performing video got 127M views.


Entrant Company / Organization Name

Verizon Media Group, In The Know by AOL