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From the 9th Annual Shorty Awards

Best Use of Facebook Video - ATTN:

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ATTN: is an issues-driven media company. Our mission is to deliver engaging content to a mobile-first audience. Every day we produce videos, articles, and commentary telling stories worth your attention. ATTN: believes in informing people to make a social impact. Through compelling, issue-driven content, we strive to engender greater participation in communities, the political process and the world around us. Our audience is hungry for substance delivered in an interesting way: videos, graphics, original animation and yes, good writing, too. ATTN: is starting conversations around issues that matter and meeting our audience where they live: on phone, screens and on social media.

Strategy and Execution

ATTN: is an issues-driven media company, covering social justice, politics, and the economy, through digestible, mobile-friendly videos. Every video we make is grounded in at least one public policy debate or social issue, and they tend to be between 45 and 90 seconds in length. There are two types of video that our team is producing: evergreen videos and more timely videos pegged to the news cycle. While ATTN: is not a news company, we also recognize that breaking news and current events offer important opportunities to talk about the larger issues facing our country.

We have more than a dozen editors and producers working on our video team. They use a few different formats to create engaging video content around these topics. One of our most successful formats, for example, is America Versus, where we examine public policy areas where the U.S. could learn from other countries. We've also created a scripted essay format, where we feature important influencers on certain topics, such as Arnold Schwarzenegger on climate change, or Nev Schulman and Laura Perlongo on parental leave policy.

Our animation studio has also played a key role. Animation is an incredible tool for evergreen explainer content because animation allows us to create a totally new environment to tell a story. So, we used clowns, for example, to explain the concept of gerrymandering.

Similarly, we've taken the traditional sit-down interview and optimized it for Facebook. Our editor-in-chief Matthew Segal talked to Vice President Joe Biden, Secretary of State John Kerry, and several U.S. senators and representatives. Although the full length of our interviews might be 20 minutes or more, our production team cuts it down into multiple videos each focused on one particular area of discussion. They also add b-roll and animation to help augment our storytelling and optimize for a mobile experience.

We're excited about the future of Facebook video. In addition to our existing formats, We're starting to experiment with long-form content and Facebook Live.


ATTN: videos on Facebook receive over 400 million monthly video views. According to Tubular Labs, ATTN: videos also receive the highest average views per video of any other media property, beating out companies like Buzzfeed and Unilad. We have had everyone from Vice President Joe Biden to Snoop Dogg to Arnold Schwarzenegger appear in our Facebook videos and we have covered topics as far ranging as breastfeeding, climate change and gerrymandering.


Video for Best Use of Facebook Video - ATTN:

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