2023 Excellence in Social Media Engagement, Large Newsroom finalist

NBC News TikTok

About the Project

NBC News has seen explosive growth over the last year with 4.2M followers (up +3.1M followers YoY). Over the entry period (June 2022 – May 2023) NBC News’ TikTok page had over 875 million views. In December 2022, NBC News was named the top news publisher on TikTok by average views per video by The Reuters Institute for the Study of Journalism.

NBC News on TikTok contributes to the conversations happening on the platform — adding context, original reporting, and thoughtful analysis to the stories that young people care about — using vernacular and formats that feel native to the platform. We covered a range of topics from the war in Ukraine, to the tragic school shooting in Uvalde, Texas, to conflicts over the South China Sea, to debunking conspiracy theories shared by anti-vax groups about Damar Hamlin.

We’ve created original formats and set the standard for a trusted newsroom to engage with the audience in a way that’s authentic, transparent, and conversational.