THE 14TH ANNUAL SHORTY AWARDS

The Shorty Awards honor the best of social media and digital. View this season's finalists!

Industry

See previous winners and honorees here.</a>"> Auto See previous winners and honorees here.</a>"> Beauty See previous winners and honorees here.</a>"> Business to Business See previous winners and honorees here.</a>"> Consumer Brand See previous winners and honorees here.</a>"> Education See previous winners and honorees here.</a>"> Entertainment See previous winners and honorees here.</a>"> Financial Services See previous winners and honorees here.</a>"> Fitness, Health, & Wellness
<br>See previous winners and honorees here.</a>"> Food & Beverage
See previous winners and honorees here.</a>"> Gaming See previous winners and honorees here.</a>"> Government & Politics See previous winners and honorees here.</a>"> Hospitality See previous winners and honorees here.</a>"> Insurance See previous winners and honorees here.</a>"> Live Events See previous winners and honorees here.</a>"> News & Media See previous winners and honorees here.</a>"> Non-Profit See previous winners and honorees here.</a>"> Pets & Animals See previous winners and honorees here.</a>"> Pharma & Healthcare See previous winners and honorees here.</a>"> Real Estate See previous winners and honorees here.</a>"> Restaurants See previous winners and honorees here.</a>"> Retail & E-Commerce See previous winners and honorees here.</a>"> Social Activism See previous winners and honorees here.</a>"> Sports See previous winners and honorees here.</a>"> Technology See previous winners and honorees here.</a>"> Television See previous winners and honorees here.</a>"> Travel & Tourism See previous winners and honorees here.</a>"> Wine, Beer & Spirits

Strategy & Engagement

See previous winners and honorees here.</a>"> Brand Partnership See previous winners and honorees here.</a>"> Call to Action See previous winners and honorees here.</a>"> Community Management See previous winners and honorees here.</a>"> Creative Use of Technology See previous winners and honorees here.</a>"> CTV/OTT See previous winners and honorees for Insights and Trends here.</a> <a href=https://shortyawards.com/17th/"https://shortyawards.com/category/16th/data-visualization">See previous winners and honorees for Data Visualization here.</a>"> Data & Insights See previous winners and honorees here.</a>"> Earned Media See previous winners and honorees here.</a>"> Event & Experiential See previous winners and honorees here.</a>""> Gamification See previous winners and honorees here.</a>"> Humor See previous winners and honorees here.</a>"> Innovative Media Buying Strategy See previous winners and honorees here.</a>""> Integration with Traditional Media See previous winners and honorees here.</a>"> Internal Communications See previous winners and honorees here.</a>"> LGBTQ Community Engagement See previous winners and honorees here.</a>"> Micro-Influencer Strategy See previous winners and honorees here.</a>"> Multicultural Community Engagement See previous winners and honorees here.</a>"> Music & Dance See previous winners and honorees here.</a>"> On a Shoestring See previous winners and honorees here.</a>"> Organic Promotion See previous winners and honorees here.</a>"> Paid & Amplification See previous winner and honorees here.</a>"> Physical and Digital Convergence See previous winner and honorees here.</a>"> Public Service Announcement See previous winners and honorees here.</a>"> Real Time Response See previous winners and honorees here.</a>"> SEO & SEM See previous winners and honorees here.</a>"> Social Commerce See previous winners and honorees here.</a>"> Storytelling

Paramount Network's Yellowstone

Entered in Multi-Platform Campaign

Objective

For most of 2024 we didn't have new episodes of Yellowstone airing, but the majority of our content was building to the epic return on November 10, 2024. Our main objective was to support the show with our  always-on strategy, and ultimately drive tune-in and viewers to the 5B premiere and the duration of the season.
 

Strategy

The details surrounding season 5B were kept very secretive. And as such, we weren't able to rely on some of our tried and true content series. Nor were we able to share new content ahead of episodes. So we leaned into vertical video (clips, memes, music) and scenic unit images were the bread and butter for the Yellowstone social platforms. We used research insights to select top performing content from earlier seasons. These formats help us achieve an always-on publishing strategy and helped bridge the gap until the back half of the year when we were able to pivot to driving awareness and tune-in surrounding the show's epic return on November 10. 
On YouTube, we prioritized long-form video uploads to the main Yellowstone channel, and really leaned into YouTube vertical shorts, which now can publish videos in length up to three minutes. On both Instagram and Facebook, we prioritized Reels and short-form content. On Instagram, we utilized some of our incredible photography, with an emphasis on photo carousels to drive fan engagement. And on TikTok, in additional to traditional short-form clips, we leaned heavily into trending audio and recap videos to drive both views and engagement. 
 

Results

Throughout Season 5B (11/4 – 12/15) Yellowstone social accounts  generated 22.2 engagements (+68% vs. S5A) and over 575M views (+103% vs. S5A), making S5B Yellowstone's Most Social Season ever! (Source: Domo, 11/4/24 – 12/15/24)
TikTok accounted for the highest percentage of views this season (29% of total) while Instagram drove the most engagement across platforms (47% of total). (Source: Domo, 11/4/24 – 12/15/24)

Media

Entrant Company / Organization Name

MTV Entertainment Studios, Paramount Global

Links

Entry Credits