Best Overall TikTok Presence in Social Media - Shorty Awards

Enter the 14th Annual Shorty Awards

The Shorty Awards honor the best of social media and digital. See categories below. The early entry deadline is on December 9th, 2021.

Campaign

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Influencer & Celebrity Brand Partnership

Emerging Platform NEW! Facebook Instagram Multi-Platform Snapchat TikTok Twitter YouTube

Design

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Video

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Virtual

Digital Pivot Immersive Online Event/Activation Remote Production

From the 13th Annual Shorty Awards Best Overall TikTok Presence

This award honors the best brand presence on TikTok. Unlike Best use of TikTok, this award honors year-round presence.

See previous winners and honorees here.

Winner

TikTok Presence

e.l.f. Cosmetics' Innovation on TikTok

In 2018, e.l.f.’s sales plateaued. So in 2019, they went back to their digital-native roots and started an ambitious campaign to reignite sales growth by developing deeper cultural connection with Gen Z. As a small brand in a crowded space, they had to find a way to be disruptive and break through, with the added challenge of being much smaller…

Finalists

TikTok Presence

Flighthouse - Most Followed Brand on TikTok

Flighthouse started out in 2015 when CEO Jacob Pace discovered a musical.ly (now TikTok) account with 1M followers. He quickly turned that into what is now 27.5M followers and the most followed brand on the entire app. The objective was to become the MTV for Gen Z - a place where people can be updated on the latest trends and pop culture, while al…

TikTok Presence

#BestThingSince

In 2020, America’s most famous carryout-only pizza brand, known for their delightfully wacky commercials, tasked us with announcing their biggest news ever on the biggest stage ever. So during the third quarter of “the professional football championship game,” we told millions around the world — Little Caesars was grabbing a slice of the delivery …

TikTok Presence

Overtime: The #1 Sports Account Dominating TikTok

Overtime set out to capture the hearts and minds of the under-35 audience on TikTok. At the time that we started programming TikTok, Overtime was only a little over three years old. This meant that while we were growing insanely fast on social media, we were far behind older brands who had an established presence on the other platforms for five or…

TikTok Presence

Totino’s Brings the Weird to TikTok

At the start of 2020, Totino’s didn’t have a presence on TikTok. And while we’ve grown an engaged following on Instagram and Twitter with more than double the benchmarks for industry engagement rate through strategically tapping into meme culture, there was no guarantee that this success would translate to TikTok, which would require us to go all …

TikTok Presence

Although WWE surpassed 1 billion social media followers in 2019, there was still uncharted territory and untapped engagement for WWE in the social media space. Enter TikTok, the fastest growing social-media platform in the world, which had also just celebrated its own 1 billion milestone, in total app downloads. By launching its TikTok profile,…

Nominees

TikTok Presence

90 Day Fiance and Beyond: Nourishing the Social Audience

For TLC, one of our primary objectives is to find out the audience on new social platforms and nourish them, as well as offer them exciting new takes on the content they already love! In 2020, this translated to 1) creating a presence on TikTok, as well as 2) finding new short-form video formats as companions for fan favorites. Specifically for the 90 Da…

TikTok Presence

Comedy Central TikTok

Comedy Central aims to expand our brand’s reach and relevance – particularly among Gen-Z comedy fans – via a robust presence on this relatively new and fast-growing social platform. We aim to increase the average views on our TikTok videos and grow our Tiktok following, all while featuring a diverse array of platform-specific comedy content.

TikTok Presence

Kaja's Explosive Growth on TikTok in 2020

The team initially set out to test & learn on the platform without initial goals for followers or engagement. We identified TikTok as an important channel for our brands early on because our audiences are similar and having watched the growth of the platform, we identified the app as a place for Kaja to gain more global brand awareness. We knew the playful …

TikTok Presence

MTV's Jersey Shore TikTok

The Official Jersey Shore TikTok account was created to expand the presence of our IP on social media and increase views and engagement for our show content on a popular new platform. Additionally, we wanted to bring Jersey Shore to the younger audience on TikTok’s platform to help usher in a whole new generation of Jersey Shore fans.

TikTok Presence

Nickelodeon TikTok

TikTok is the fastest growing content destination, especially for GenZ, which is Nickelodeon’s core audience. Nickelodeon taps in to its archives, activating the power of nostalgia to reach the app’s growing Millenial userbase. By posting comedic scenelifts, hashtag challenges, in-app edits and original content with talent, Nickelodeon aims to be a must fol…

TikTok Presence

San Diego Zoo TikTok

The San Diego Zoo pounced onto TikTok to engage its diverse audience with educational and fun animal-themed videos. We create content that inspires followers to connect with wildlife and care about conserving the planet, so all life thrives. Beyond simply building brand affinity, the main objectives for launching our TikTok account were: Become the n…

TikTok Presence

VH1's RuPaul's Drag Race S12 RuVeal

Ultimately our goal was to harness the uniquely interactive power of Twitter to create a memorable experience for fans. Every season the RuPaul’s Drag Race Season 12 Queen RuVeal, or cast announcement, is an integral part of our pre-season content strategy and significant performance driver across social channels. For Season 12 we wanted to explore a new an…

TikTok Presence

VH1's RuPaul’s Drag Race Season 12

The resurgence of shortform content and its dominance in the social landscape is largely, if not wholly, due to TikToks global popularity. Since launching the RuPaul’s Drag Race channel in August 2019 our team sought to explore both our voice and emerging fandom on the platform by leaning into popular trends and resurfacing both custom and catalog content t…

TikTok Presence

We’re sowing the seeds of sustainability by creating and sharing inspiring, purpose-driven and solution-oriented stories across social media. We use our voice on TikTok to foster optimism and a sense of personal empowerment, informing our growing and engaged community of the small steps they can take today to tackle climate change as well as big ideas, big …