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From the 15th Annual Shorty Awards

MSNBC midterm election 2022, TikTok

Finalist in Live Event Coverage


For the first "TikTok election" the MSNBC social team aimed to share breaking news and provide in-depth analysis, political commentary and diverse perspectives targeted to a Gen Z audience, who is increasingly relying on TikTok as a source of news. 26% of people under 30 regularly get news from TikTok, according to a Pew Research study. 

Strategy and Execution

MSNBC's TikTok coverage did not start on election night, in the months leading up to election night the team covered shenanigans involving endorsements from former President Trump, candidate quality, primaries, and a possibility of a Georgia runoff. On election night, misinformation was debunked, the Kornacki Cam was live-streamed as he provided analysis throughout the night, live race calls were published in real-time, and analysis in the hours and weeks following. 


On TikTok MSNBC received over 10 million views across the 70+ videos published on TikTok covering the 2022 midterms. MSNBC Digital streams across platforms were up 7x versus the 2018 midterms. drove more live streams on site and hours watched than any other day for 2022. O


Video for MSNBC midterm election 2022, TikTok

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