13th Annual Shorty Awards Categories

The Shorty Awards honor the talented agencies, brands, and industry leaders behind the best and most innovative work on social media and digital channels, campaigns, websites and applications.

From the 9th Annual Shorty Awards

Drybar "Dry It Yourself" YouTube Video Series

Finalist in Instructional

About this entry

As the blowout authority with over 3,000 stylists and 70+ locations nationwide, Drybar services over 1.5M clients a year. We launched a How-To video series starring Drybar Founder, long-time stylist, and curly haired gal Alli Webb. With the goal of reaching 2M total views for Drybar's YouTube channel by the end of 2016, the series focused on answering some of the most common hair questions among women today. Each DIY tutorial featured everyday hair tricks to create, maintain, and extend the perfect blowout at home - including how to achieve Drybar's signature styles using our professional line of products & tools.

Why does this entry deserve to win?

According to a Mintel/Drybar 2016 awareness & usage study, women 21+ are seeking advice on how to style their hair at-home. And according to a Pixability Inc 2015 study, YouTube hair videos produced by brands receive 8x more engagement than videos by individual content creators, and hair videos make up 28% of all beauty videos on YouTube. Drybar launched 9 DIY How-To videos as a cohesive, multi-platform campaign across all of our digital channels. In addition to Alli, the videos featured a diverse group of Drybar stylists who represented all types of hair that helped make our videos come to life. Via's video gallery and individual product pages Drybar's signature styles and product offerings were easily shoppable. Shorter vignettes of the videos were featured across all social channels.


The Drybar DIY series drove 450K views in 2016, resulting in 2M total views for Drybar's YouTube channel.

49% of traffic driven by YouTube were new visitors and the emails supporting the campaign had higher than average open and click-thru rates.

Drybar clients & fans watched 645K minutes of Drybar YouTube video content in 2016.

Drybar's YouTube subscriber base grew 186% YOY.

Drybar's YouTube views grew 130% YOY.

Drybar's videos were added to 5K client & fan YouTube playlists, resulting in 428% YOY growth.

By driving incremental product sales on, the campaign delivered 5X ROI.


Video for Drybar "Dry It Yourself" YouTube Video Series

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Entry Credits

About the Shorty Awards

The Shorty Awards honor the best of social media.

Millions of people participate in The Shortys to recognize individuals and organizations producing great content on Twitter, Facebook, YouTube, Instagram, Twitch, TikTok, Snapchat, and the rest of the social web.

winners will be announced in may. follow us to be notified!