Here Are the Brands and Organizations Finalists for the 11th Annual Shorty Awards

Entries grew significantly for Long-Form Video, Storytelling, Comedy Video

Categories are adjusted every season Shorty Awards

The 11th Annual Shorty Awards will be handed out in New York May 5, and the finalists for brands and organizations were revealed Tuesday.

Categories are adjusted every season, and the six new ones that were added this year were: Best Use of Localization; Best Use of Reddit; Best Use of IGTV; Best Use of Facebook Messenger; Best UX/UI (user experience/user interface); and Best Influencer and Celebrity TikTok Campaign.

Long-form videos (two minutes or more) and storytelling crashed the list of most entered categories this year. The top six were: Social Good Campaign; Integrated Campaign; Multiplatform Campaign; Long-Form Video; Branded Content; and Storytelling.

Categories that grew significantly in entry popularity included Long-Form Video, Storytelling and Comedy Video, with a spokesperson for The Shorty Awards saying, “More platforms like Facebook with Facebook Watch and Instagram with IGTV are investing in video and encouraging brands and influencers to take part in their use, whether through individual videos or full series.”

On the flip side, the popularity of Facebook Live entries plummeted, likely due to competition from YouTube, IGTV, Twitch and new addition LinkedIn Live.

Other trends that emerged in nominations for brands and organizations for the 11th Annual Shorty Awards included:

  • Video was the most prominent trend, both long-form and short-form, with comedy representing the most popular type of video.
  • Brands are looking to video to share the stories of their customers or “those who represent a mission or core value of the brand.”
  • Prominent themes in social good entries included: youth activism; diversity and inclusion; multicultural awareness; social justice; inspiring the next generation of voters; and empowerment.
  • Augmented reality is a key technology to watch.

Gregory Galant, co-founder of the Shorty Awards and CEO of MuckRack, said in a statement, “The entries this year were the most diverse yet. The judges from our academy were very excited. Long-Form Videos (anything two minutes or more qualifies) continue to grow in popularity. It was one our three most-entered categories this year, alongside Storytelling and Comedy Video. Storytelling plays an essential role in the way brands communicate with their audience. The audience becomes more engaged and invested in the brand.”

Shorty Awards

The 11th Annual Shorty Awards brands and organizations finalists are:

By Campaign:

Best Integrated Campaign

Best Mobile Campaign

Best Multiplatform Campaign

Best Social Good Campaign


By Design:

Best Art Direction

Best Brand Identity

Best Brand Redesign

Best Graphics

Best Images

Best UX/UI


By Industry:

Best in Auto

Best in Beauty

Best in Business-to-Business

Best Consumer Brand

Best Cultural Institution

Best in Education

Best in Entertainment

Best in Family and Parenting

Best in Fashion

Best in Financial Services

Best in Food and Beverage

Best in Games

Best in Government and Politics

Best in Health and Fitness

Best in Home and Decor

Best in Hospitality

Best in Insurance

Best in Live Events

Best in News & Media

Best in Nonprofit

Best in Pets and Animals

Best in Publishing

Best in Real Estate

Best in Restaurants

Best in Retail and Ecommerce

Best in Social Activism

Best in Sports

Best in Technology

Best in Television

Best in Travel and Tourism

Best in Wine, Beer and Spirits


By Overall Presence:

Best Overall Facebook Presence

Best Overall Instagram Presence

Best Overall Snapchat Presence

Best Overall Twitter Presence

Best Overall YouTube Presence


Campaign By Platform:

Best use of an Emerging Platform

Best use of Facebook

Best use of Facebook Messenger

Best use of Instagram

Best use of Pinterest

Best use of Reddit

Best use of Snapchat

Best use of Twitter

Best use of WeChat

Best use of Weibo

Best use of WhatsApp

Best use of YouTube


Content and Media:

Best use of Branded Content

Best Branded Podcast

Best Branded Series

Best Contest or Promotion

Best Data Visualization

Best use of Emojis

Best use of a Filter/Lens

Best use of GIFs

Best use of a Hashtag

Best use of a Meme

Best use of Native Adverstising

Best use of Polls & Surveys

Best use of User-Generated Content

Best use of Video


Influencer & Celebrity Brand Partnership:

Best Influencer & Celebrity Facebook Campaign

Best Influencer & Celebrity Instagram Campaign

Best Influencer and Celebrity Multiplatform Campaign

Best Influencer & Celebrity Snapchat Campaign

Best Influencer & Celebrity YouTube Campaign


Strategy & Engagement:

Best Use of Artificial Intelligence

Best use of Call to Action

Best Use of Chatbots

Most Creative use of Technology

Best Customer Service

Best use of Gamification

Best use of Humor

Best Integration with Live Television

Best Large Media Buying Strategy

Best LGBTQ Community Engagement

Best use of Localization

Best Location-Based Experience

Best Midrange Media Buying Strategy

Best Multicultural Community Engagement

Best Online Community

Best Organic Promotion

Best Physical and Digital Convergence

Best Real-Time Media Buy

Best Real-Time Response

Best Media Buying Strategy on a Shoestring

Best Social Media Tool

Best use of a Spokesperson

Best use of Storytelling


Video by Platform:

Best use of Facebook Live

Best use of Facebook Video

Best use of IGTV

Best use of Instagram Story

Best use of Instagram Video

Best Snapchat Discover Story

Best Snapchat Story

Best use of Twitter Video


Video Content:

Best use of 360 Video

Best use of Augmented Reality

Best use of Comedy

Best use of Ephemeral Video

Best Instructional Video

Best Live Event Coverage

Best Live News Coverage

Best use of Live Streaming Video

Best use of Long-Form Video

Best use of Medium-Length Video

Best use of Short-Form Video

Best use of Video Pre-Roll

Best use of Virtual Reality


Websites & Apps:

Best in Books & News Sites & Apps

Best in Dating Sites & Apps

Best in Entertainment Sites & Apps

Best in Food & Beverage Sites & Apps

Best in Gaming Sites & Apps

Best in Health, Fitness & Medical Sites & Apps

Best in Kids & Lifestyle Sites & Apps

Best in Photo & Video Sites & Apps

Best in Travel & Weather Sites & Apps David Cohen is editor of Adweek's Social Pro Daily.