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

Pitchfork's Instagram Presence

Finalist in Instagram Presence

Audience Honor in Instagram Presence

About this entry

In 2019, we wanted to develop Pitchfork’s Instagram as an editorial platform of its own, providing a Pitchfork experience to new and loyal readers that they wouldn’t be able to find anywhere else. As our website covers breaking music news, album reviews, live events, and more, it was important for us to create a presence on Instagram that captured all of these elements while remaining cohesive, original, accessible, and highly engaging to our readers. This meant creating social-first art and design, doubling down on brand aesthetics, making sure our posts are informational and meaningful, being innovative with our use of Instagram tools, and making the most of our relationships with musicians and music festivals.

Why does this entry deserve to win?

We have focused heavily on creating social-first art and design to strengthen our platform presence in the past year. The assets for our newly launched cover stories, which featured Charli XCX, Bon Iver, and FKA twigs, were created to be social-first, with exclusive video, stills, and text made specifically for Instagram. During our Best Music of the 2010s retrospective, we made social art that mimicked smartphone behavior, capturing the technological elements that defined the decade and encouraging swipe ups on our Instagram Stories.

Aesthetically, we aim to remain on the cutting edge of visual trends. For our 2019 Instagram strategy, that meant thoughtfully curating a mix of video, unusual portraits, original photography, inventive cover art to invoke the feeling of crate digging, and candid photography – particularly utilizing older photos to feed the nostalgia bug. We developed a partnership with Polaroid that blossomed into a frequent series of lo-fi portraits taken by the social team and an entire aesthetic strategy for Pitchfork Music Festivals in Paris and Chicago. 

We launched Instagram-exclusive series, most notably the irreverent reader-favorite “Saturday Morning Cartoons,” which uses experimental animations to highlight articles and videos from the week on IGTV. Our “Pitchfork 5” series on Instagram Stories showcases musicians discussing their five favorite things in quirky categories. Our Instagram Story highlights are a robust library that any music lover could dive into for new music, live experiences, breaking news, and expertly reported features. 

To engage our audience even further, we used Instagram’s Q&A story tool to have our editors answer audience questions around tentpole events. Also, in tandem with our music festivals and big lists, we developed custom Instagram Story stickers and gifs for public use. Search “Pitchfork” in your Instagram Story gifs to see our latest creations.

From sophisticated photography to funny, meme-styled IG stories, we aimed to meet our readers on every level while staying true to our unique Pitchfork identity.

Results

We surpassed 12 million impressions on Instagram in the month of October – the highest result in Pitchfork history. Year over year, Instagram referral traffic to our site grew 33% and our follower count grew 18%. Those successes were a reflection of making new, platform-specific editorial that caters to our audience. More importantly, it showed us that we could achieve our mission of making the conversation around music even more engaging. 

Our Saturday Morning Cartoon IGTV and story series — while our longest — is also the series with the lowest exit rate. In experience surveys, our readers have specifically mentioned their high satisfaction with Pitchfork’s Instagram presence. Last year, we clocked in our most-liked post of all time, our most-viewed video of all time, and our highest-reaching post of all time. We’ve built up our Instagram to be a growing space for music lovers to learn about new music, discuss our takes, and be part of the conversation.

Media

Produced by

Pitchfork

Links

Entry Credits