NBCNews Social Media: Election 2016
2017 Finalist

NBCNews Social Media: Election 2016

NBC News Digital

New York, United States

Category Social Media

Overview of this campaign

NBCNews’ social video garnered 125M views across platforms on election day alone. The news organization was ranked as the #1 performer on social media for election day by both Newswhip and Crowdtangle. Behind these achievements was a first-in-class election season editorial video experience designed for hungry news consumers through platform first original content.

Through the election season, beginning with the summer conventions, NBCNews used Facebook, Snapchat, Instagram and more as mediums to provide an efficient path to consuming and understanding the crucial moments on the trail both live and on demand.

The season culminated with full slate election day Facebook Live program, several curated Snapchats and an innovative Instagram program. The goal was to give news consumers as much information as they could about the unfolding events of election day while satisfying the need for a destination to receive quick, clean results.


Results for this campaign

Beginning at 8AMET, NBCNews, Nightly News, and MSNBC pages ping-ponged viewers across the country via Facebook between polling places in swing states, at the voting booths with the candidates themselves, and back to election central at 30 Rockefeller Center, for 14 segments all guided by expert correspondent analysis sharing up to the minute views from their unique locations. As polls began to close at 7PMET NBCNews provided a live updating stream of the electoral map, fulfilling a national desire to follow the results in real-time and without clutter. The only news organization to provide such a service, the electoral maps (broken into two 4 hour streams) were shared 317,000 times and earned 48M views.

For the 2016 conventions, NBCNews distinguished itself from the news publisher landscape on Instagram by making the political events of the summer relatable through visual, personal, and community driven storytelling. The series, composed of 16 video portraits was called #myRNC story and #myDNCstory and used short form profiles of people beyond the politicos. Through their eyes, viewers were given the chance to connect with the event in a much more human fashion than what they were presented with in the nightly television broadcasts of speeches from the massive convention halls. The series drove 430,000 video starts and was highlighted by Instagram as a best in class example of video use on the platform at ONA 2016 Conference. 

Then on Snapchat, NBCNews sought to provide a service to the Snapchat audience that respected them as voters and educated news consumers. So, we used our vast footprint to create short reports from the trail from our reporters. On election day alone, NBCNews video snaps received 47 million views with 7 videos curated into Snapchat's national Election story, more than any news organization.


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