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 12th Annual Shorty Awards

Great Big Story

Winner in Instagram Presence

About this entry

As a video-based storytelling brand, our goal on Instagram was to not only expand our reach, but to firmly establish ourselves as a unique generator of original, premium content, optimized for the platform. To do this, we spent 2019 revisiting our catalog of videos and re-cutting stories to optimize our feed. By editing our videos into bite-sized treats for our audience, always ensuring that we showed the complete story rather than teasers or snippets, we grew our followers by 69% in 2019. Additionally, we used a suite of Instagram tools and products, from polls in Instagram Stories to IGTV to boost our overall engagement.

Why does this entry deserve to win?

In 2019, we identified and recut hundreds of videos from our catalog (over 2000+ videos) to best suit the platform. We added captions to all of our video posts for easier and accessible viewing. We evolved from posting mainly short clips from our videos to sharing “complete” stories, ensuring our audience spent more time with our account on the platform. Because of this, all of our video posts on our grid exceeded 30 seconds long and became reimagined, independent versions of our Facebook or YouTube cuts. We monitored stats and metrics to determine what kinds of content our audience responded to most passionately, and we increased our post cadence.

Beyond the grid, we focused efforts on Instagram Stories, serializing a program called “Field Notes,” in which our globe-trotting producers gave behind-the-scenes snapshots of their travels. We utilized polls and other stickers to boost engagement and make our producers more accessible to the audience.

In November and December 2019, we refocused our efforts on IGTV. During those two months, we posted, on average, five IGTVs a week. During this time period alone, we gained 8.58 million IGTV views. Overall, we garnered 9.6 million IGTV views in 2019.

Finally, we experimented with new content types and strategic partnerships on Instagram. By the end of the year, we started diversifying our Instagram grid with custom quote cards and curated UGC from photographers. We also partnered with our parent company, CNN, to share content on their main account and point back to us when it made sense. Overall, the investment we made in 2019 has given us new momentum in 2020. Instagram continues to be our fastest-growing social media platform.

Results

Since we focused on creating content with Instagram’s platform in mind, we have seen so many great successes, from new followers to more engaged posts. We gained 194,627 followers in 2019, which is a 69% Year-over-Year follower growth. We had 9.6M IGTV views (nearly 9 million alone were in November and December, when we upped our IGTV post cadence). We had a YoY growth of +633% total views (regular videos and IGTV) from 2018. We broke many of our records in 2019, too, gaining some of our best performing videos, IGTVs and photo posts since the creation of Great Big Story’s Instagram. More importantly, we’ve seen an increase in meaningful conversations and engagement on our posts, too. Our followers tell us how much they appreciate our uplifting, awe-inspiring stories that they can’t find anywhere else on Instagram.

Media

Produced by

Great Big Story

Links

Entry Credits