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Special Project

Special Project
From the 12th Annual Shorty Awards

Jukin Media: Storytelling Through User Generated Content

Entered in Storytelling


Jukin Media believes the future of storytelling is user generated, and has built a portfolio of digital entertainment brands that amount for more than 200 million followers across social media - FailArmy, People Are Awesome, The Pet Collective, This Is Happening, and Poke My Heart


With everyone in the world using smartphones to take, curate, and show their lives, Jukin’s brands capture real moments by real people, which is why these brands resonate with their audiences. Each brand reflects different themes in pop culture - from celebrating ordinary people doing extraordinary things on People Are Awesome to touching moments that make you happy, inspired or nostalgic and give you the “feels” on Poke My Heart or even watching people try to succeed on FailArmy. Jukin’s brands show everyday moments that everyone can relate to, which is the true power of user-generated content. 


With over 2 billion monthly views across social media platforms, Jukin leverages its digital presence for social media marketing campaigns, storytelling, and branded partnerships. While the goals of each campaign differ, Jukin’s brands present the perfect opportunity to integrate into curated, user-generated content that’s already reaching target audiences. 


Strategy and Execution

Jukin Media owns and operates all aspects of the process: discovering and acquiring videos, curating content, and integrating branded partnerships. 


Discovering and Acquiring UGC: Jukin has global teams in place to source and acquire the best user-generated content all over the internet. Jukin also invites fans to submit their own videos to be featured. While finding the video is part of the battle, the most detailed process is fact-checking and licensing the video from everyday folks. It’s important to get this step right, otherwise the entire campaign or piece of content could be at risk. 


Curating Content: Jukin’s brands grew out of using the company’s video library of over 60,000 assets to engage audiences on social media and inspire others to submit their videos. Since then, FailArmy, People Are Awesome, The Pet Collective, This Is Happening, and Poke My Heart have grown to become some of the most popular brands across social media, which inspired the company to expand the brands to OTT platforms. These brands appear on Facebook, Instagram, YouTube, Twitter, Snapchat, and even a quickly growing presence on TikTok. 


Each brand focuses on a different theme and curates both UGC videos and social media marketing partnerships - 


Branded Partnerships: By curating these influential brands, Jukin can create content for branded partnerships in two ways - either fully produced content series or integrating a brand’s message through curating the appropriate UGC videos. Some examples include: 


Jukin’s owned and operated brands have become some of the biggest brands across social media. By telling stories from all over the world in an authentic way, Jukin has capitalized on its UGC expertise to create a massive distribution footprint, which in turn is used for branded partnerships and content series. 


Social Media Growth: Throughout the year, Jukin’s brands have seen massive growth across social media platforms. With the brands now on TikTok, Jukin’s brands have amassed close to 5 million followers and over 107.8 million likes on the platform. Jukin’s social media accounts across all brands have over 200 million followers with a 7.9 percent engagement rate. 


Branded Content Engagement: Since Jukin integrates branded content in an authentic and engaging way, a single piece of branded content on average will reach 1,805,755 viewers across all of Jukin’s platforms. 



Entrant Company / Organization Name

Jukin Media