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Special Project

Special Project
From the 15th Annual Shorty Awards

Comedy Central TikTok Engagement Strategy

Finalist in Community Management


Comedy Central has always been a hub for comedy. As media evolves, we know that a key place to expand our comedy footprint is TikTok. Our goal is to build an engaged community of comedy lovers amongst Gen Z viewers, aligning with their media consumption habits.

Strategy and Execution

We publish a diverse array of comedy content - highly-produced social originals from our in-house team, low-fi TikTok-native videos from creators, and clips from our linear library that are re-contextualized to connect with Gen Z tastes and lifestyle. We also think strategically about seeding videos that have a high likelihood for being picked up for audio.

We also have a commenting strategy, where we comment on videos and engage with fans in order to foster community.


In 2022, we saw 21M engagements across the channel as well as 170M views, representing significant growth YoY. We saw adoption of our audio, including a Kroll show post that had 15.4K UGC posts leveraging our audio. As a result, we saw a growth of 906K users in 2022.


Video for Comedy Central TikTok Engagement Strategy

Entrant Company / Organization Name

MTV Entertainment Studios and Paramount Media Networks


Entry Credits