THE shorty awards entry period is now closed. finalists will be announced in march.

13th Annual Shorty Awards Categories

The Shorty Awards honor the talented agencies, brands, and industry leaders behind the best and most innovative work on social media and digital channels, campaigns, websites and applications.

From the 12th Annual Shorty Awards

ESPNMMA x INSTAGRAM STORIES

Entered in Instagram Stories

About this entry

One of our account objectives is to bring MMA fans as close to the action as possible on fight nights, so we leverage our access at events to build robust Instagram stories for fans to follow along.

Why does this entry deserve to win?

The modern sports fan is looking to join real-time conversation, provide (and keeps tabs on) immediate reactions, and get content and information on their second screen that they aren’t getting on the main screen (or in the arena). Our handles, and our Instagram stories in particular, lend themselves to that direct connection and ability to share. Additionally, the unique on-site coverage our team captures and posts on Instagram Stories on site regularly gets surfaced on our other owned and operated platforms on linear, ESPN.com and other social platforms because no one else captured it. 

Results

On Instagram, our MMA handle maintains the highest engagement rate across all of ESPN’s accounts. Our Instagram stories continue to lead in interactions, shares, and retention, allowing us to drive consumers directly to point of purchase for UFC PPV events (on our company’s streaming service) with swipe ups. In the one year of activity from our MMA handles, we have already developed a highly-engaged fanbase and influenced the look and feel of Instagram stories across all ESPN accounts. 

Media

Produced by

ESPN

Link

About the Shorty Awards

The Shorty Awards honor the best of social media.

Millions of people participate in The Shortys to recognize individuals and organizations producing great content on Twitter, Facebook, YouTube, Instagram, Twitch, TikTok, Snapchat, and the rest of the social web.

shorty awards finalists will be announced in mid-march!