ENTER THE 2021 SHORTY IMPACT AWARDS

Previously known as the Shorty Social Good Awards, the Shorty Impact Awards is an awards program created to raise global awareness around the positive impact brands, agencies and non-profits can have on society.

Social Campaigns

Community

Arts & Culture

Civic Engagement

Disability Awareness

Diversity, Equity & Inclusion

Gender Equality

Education & Community

Financial Literacy

Public Safety

Youth & Family

Environment

Conservation & Preservation

Sustainability & Renewable Energy

Social & Racial Justice

Animal Rights & Welfare

Humanitarian Aid & Developing Nations

Social Justice & Human Rights

Racial Justice

Veteran & Service Support

Health & Wellness

Fitness & Nutrition

Mental Health

Public Health

Reproductive Health

Grassroots

Grassroots Efforts

Self-Defined (Social Campaigns)

Self-Defined

Social Presence

Single-Platform

Clubhouse

Discord

Facebook

Instagram

LinkedIn

Pinterest

Reddit

Snapchat

TikTok

Triller

Tumblr

Twitch

Twitter

YouTube

Multi-Platform

Multi-Platform

Emerging Platform

Emerging Platform

Social Hit

Single Post or Activation (viral)

Clapback

Social Engagement

Community Management

Community Management

Engagement Tools

Access & Rewards

Call to Action

Chatbots

Contests

Gamification

Polls & Surveys

Integrated Experiences

Fundraising

Live Events

Shopping

Television

Real Time Response

Real Time Response

User Generated Content

User Generated Content

Self-Defined (Social Engagement)

Self-Defined

Social Partnerships

Brand Partnership

Celebrity Partnership

Entertainment Partnership

Influencer Partnership

Non-Profit Partnership

2021 SHORTY PHENOM AWARDS

Previously known as the Shorty Social Good Awards, the Shorty Impact Awards is an awards program created to raise global awareness around the positive impact brands, agencies and non-profits can have on society.

Individuals

Account Management

Analytics

Animation

Art Direction

Brand Marketing

Campaign Management

Communications

Community Management

Copywriting

Creative Direction

Culture

Data Analysis

Design

Editing

Illustration

Partnership Management

Photography

Production

Project Management

Public Relations

Research

Sales

Strategy

Talent Management

Self-Defined

Team

Account Team

Analytics Team

Client Team

Communications Team

Community Team

Content Team

Creative Team

Culture Team

Design Team

Legal Team

Marketing Team

Partnership Team

PR Team

Production Team

Research Team

Sales Team

Social Media Team

Strategy Team

Video Team

Self-Defined

Leader

Account Team Leader

Analytics Team Leader

Client Team Leader

Communications Team Leader

Community Team Leader

Content Team Leader

Creative Team Leader

Culture Team Leader

Design Team Leader

Legal Team Leader

Marketing Team Leader

Partnership Team Leader

PR Team Leader

Production Team Leader

Research Team Leader

Sales Team Leader

Social Media Team Leader

Strategy Team Leader

Video Team Leader

Self-Defined

Voice

Clubhouse Voice

Discord Voice

Facebook Voice

Instagram Voice

LinkedIn Voice

Pinterest Voice

Reddit Voice

TikTok Voice

Triller Voice

Tumblr Voice

Twitter Voice

YouTube Voice

From the 11th Annual Shorty Awards

Wild 'N Out

Finalist in Multicultural Community Engagement

About this entry

Prior to Season 10 of Wild 'N Out, there wasn't much strategy surrounding its social presence. However, after some quick analysis, we realized that with a little push and focus, Wild 'N Out could become an internet phenomenon. Our objective was simple…increase social following and engagement across the board to make WNO an internet sensation and in turn use these platforms to gain audience insights that could help influence other areas of the business (linear strategy, consumer products, consumer marketing, etc.).

Why does this entry deserve to win?

In the past, we posted very few show clips to social media following the linear airing of a Wild 'N Out episode. We were also inconsistent with posting and engaging with fans. Our knowledge of the audience was not very strong; all we really knew was that show clips tended to perform well on these platforms.

Using Google Analytics, we were able to understand the Wild 'N Out demographic composition and their interests. When compared to the audience defined as "living in United States," our audience was likely to be passionate Rap/Hip Hop and Comedy Fans. While they were present on the internet, we created a hub for them to flock to by upping our posting cadence across platforms and tailoring our content towards the younger African American and Hispanic demos. Armed with this information, we developed a video-heavy strategy for our social platforms that would include an array of video types.

We started off with a range of videos across our platforms, everything from digital originals, to show clips, to promos and sneak peeks. Once we started to understand the behaviors and wants of our fans, we provided them with more. We began posting videos every day and continued to see our audience grow rapidly. As we were relying heavily on show content, we started to turn our attention to creating digital originals that played off of topics, games and themes within the linear show. Going into the 11th season we decided Wild 'N Out needed its own YouTube channel since its videos on the MTV Brand page brought in numbers unmatched by other shows. And since WNO got its start on MTV2, it made perfect sense to convert the MTV2 YouTube page to a WNO one. Our followings continued to grow.

Results

Over the course of the 10th season, we grew our Instagram account by 62%, bringing us over 1M followers in just a few months and making us the largest MTV Show account on Instagram. Within three days of launching the WNO YouTube channel, our videos had an average of 1M views and within a month we gained 1M subscribers bringing us over 2M. We now have over 3M. WNO accounts have contributed over 1B views and nearly 2B minutes of watch time across Facebook, YouTube, Instagram and Twitter. To date, the WNO accounts make up 18% of all MTV video views on social and 39% of all minutes viewed, and cross-platform streams for WNO have tripled YoY.

WNO YOUTUBE CHANNEL

Contributed 292M views, 27% of all MTV YT views

Contributed 1.4B minutes, 45% of all MTV YT watch time

Average watch time of over 4:30, higher than any other MTV account by almost 2 minutes

WNO FACEBOOK PAGE

Drove more watch time than any other MTV page in 2018

Nearly 570M minutes viewed, 30% of MTV's total Facebook watch time in 2018

WNO INSTAGRAM ACCOUNT

The top Instagram account operated by MTV

Contributed 190M views in 2018, 29% of platform total

MTV's most-viewed Instagram property

Grew from 100K to 2.3M in one year

WNO TWITTER ACCOUNT

Ranked #4 among all MTV accounts in 2018

Contributed over 14M streams, 8% of platform total

Media

Produced by

MTV

Links

Entry Credits