NEW YORK (May 25, 2023) – USA Gymnastics’ content around the 2022 World Artistic Gymnastics Championships has won the 2023 Shorty Awards Audience Honor for live event coverage as the fan favorite in the category. Winners were announced live Wednesday evening at the Shorty Awards in New York.
The Shorty Awards is an international awards competition honoring the best work by brands, agencies, nonprofits and individuals across digital and social platforms.
USAG’s social media coverage of the World Championships in Liverpool went head-to-head against live event entries from Fox Sports, MSNBC, MTV International, MTV Entertainment Studio and Paramount Media Networks, and Amazon Music and MALKA Media. Among those finalists, USAG’s coverage garnered the most votes cast by the public to take home the Audience Honor.
“We are truly honored to have received so many votes from the public in a category filled with media giants,” USA Gymnastics President and CEO Li Li Leung said. “Over the last year, our social media has focused on highlighting the compelling athletes of our sport through creative storytelling and engaging video content. This honor is a reflection of the way American gymnasts capture the public imagination when given the platform they deserve.”
Bringing the artistry of gymnastics to life on social media, USA Gymnastics at the 2022 World Championships utilized several platforms and tools, with emphasis on Instagram Reels, to connect athletes with fans worldwide. The organization created, posted, and promoted videos at a higher rate than ever before, with editing and music that brought athletes’ personalities and athleticism to life.
Throughout the 2022 World Artistic Championships in Liverpool, USA Gymnastics’ video coverage garnered 1.6 million cumulative impressions and over 100,000 unique engagements. Training montages, competition and short-form videos were published across platforms Twitter, Instagram and TikTok, reaching new audiences and promoting the sport.
USA Gymnastics continued to expand its presence on social media throughout the season, accumulating over 620K impressions, 62K engagements, and 830K total views during the 2022 World Trampoline Gymnastics Championships in Sofia, Bulgaria.