2019 Finalist

It's a Southern Thing

Alabama Media Group

Birmingham, United States

Category Best Use of Social Media

Overview of this campaign

It’s a Southern Thing was launched by Alabama Media Group in 2017 as a new revenue model for the legacy newspaper group. The brand produces highly shareable content around Southern identity on Facebook, Instagram, YouTube, Twitter and its popular Facebook Watch show, So True, Y’all. The brand’s revenue comes from branded content, sponsorships and merchandise.

Results for this campaign

Since its launch in August 2017, It's a Southern Thing has grown to nearly 3 million highly engaged followers and sees video view numbers that rival major national brands and is profitable.

In 2018, It’s a Southern Thing saw tremendous social growth:

1,396,780 Facebook followers

1,321,478 Facebook Watch followers

104,300 YouTube subscribers

76,099 Instagram followers

950 million video views

68 million engagements


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