Webby Awards Submission – Social
COURIER is a social-first, pro-democracy news network, built for audiences that don’t consume traditional media. Our social platforms are reaching millions of people every week with the political news they otherwise may not see, on the platforms they spend their time.
In 2024, COURIER became a leading source for news on TikTok
By deploying a combination of rapid-fire video news clipping, original graphics & carousels, green screens, and direct to camera creator content, COURIER was able to grow from 30,000 followers to over 1.3 million in just 10 months.
We did this posting on average 80 pieces of content per week, with zero investment in paid media.
SELECT POLITICAL NEWS ACCOUNTS ON TIKTOK, BY LIKES
COURIER built a powerful brand on Instagram
We acquired and rebranded a popular news account on Instagram and more than doubled its following in less than a year.
We did this through targeted brand collaborations with popular values-driven news sources and progressive voices on the platform, including NowThis, Crooked Media, Lincoln Project, Betches, CAP Action, and others.
Let's talk content
Here's a look at just some of the content that influenced the vibes of the 2024 election online
Senate candidates react
COURIER asked Democratic senate candidates to watch and react (bluntly) to videos of their GOP opponents.
Person-on-the-street
COURIER’s correspondents took to the streets in swing states to ask voters a simple question: Trump or Kamala?
Rapid-response news clipping
Our team at COURIER monitored the internet around-the-clock to source real-time news clips, ensuring COURIER was first to market on TikTok with the content.
In-app content creation
We empowered our social media team to take on editorial roles — utilizing their platform-specific expertise to create compelling news content that was native to the platform.
Built trust through strong brand identification
On Instagram (and TikTok) COURIER established a unique and striking visual brand that set us apart from other news organizations and was easily-identified.
Collabing with larger brands
Due to Meta’s suppression of political content, we had to find other organic ways to grow on Instagram, that led to daily collab posts with popular accounts like @NowThisImpact, @Betches_News, @AGirlHasNoPresident, @LincolnProject.US, etc.
One of the biggest take-aways from 2024, was that it is simply not enough for news brands like ours to post on popular platforms — we need teams of people empowered to create and post platform-specific content that will resonate with the audiences native to that platform. At COURIER, we cracked the code.RC Di Mezzo
