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From the 13th Annual Shorty Awards

In The Know

Entered in Facebook Presence, Video


In The Know is a social-first video destination that aims to improve the lives of Gen Z by amplifying unheard voices. Our vision is to be the best cross-channel shopping platform for Gen Z that fully integrates commerce, culture, and content - creating an even bigger platform for their voices to impact the world. Our mission is to improve the lives of Gen Z by amplifying unheard voices while becoming a trusted authority on the following five content categories: Tech & Living, Beauty, Style and Wellness, Changemakers, Gaming & Esports, and Gen Z General Interest.

Strategy and Execution

We leverage social media to bring our audience a unique shopping experience across Facebook and, among our other social channels. We distribute content on a round the clock schedule across both our national and international verticals and platforms. In an effort to reach international audiences, In The Know created verticals such as ITK Nigeria, Australia, Brazil and China. 

Our goal this year was to expand our reach among Gen Z and millennials in the US as well as abroad. To do this, we aim to keep our content mobile-friendly and highly shareable, driving viewership from our young audience on social media. We strive to hit 1 billion video views per month with at least 50% of all views driven by original content.

Our goals are centered around user engagement, not just pushing users to site. We keep the User Experience of our Gen Z audience top of mind at all times. Since inception, our producer- editors have been empowered to share and track their own content directly across our Facebook pages. This allows us to respond to trends quickly and efficiently, plus empowers our day-of producer-editors with first-hand knowledge about what’s performing with our audience.


The In The Know network is rapidly growing and now averages 3.5 million unique active users per month. We have successfully reached our viewership goals with an average of 1 billion cross-platform video views per month and have amassed more than 66 million social followers across platforms. Of those 66 million social followers, 63 million are Facebook-native. 54.3% of all our traffic is driven from our social platforms, with 86.3% of our audience accessing our content on a mobile device.

Additionally, over 21 million of our social followers are under the age of 34, which is our target Gen Z and millennial audience. There is also an even split in terms of audience gender, which is in keeping with our aim to be a diverse and inclusive digital space. 


Video for In The Know

Entrant Company / Organization Name

In The Know