NowThis 2020 Election Coverage Garnered Hundreds of Millions of Views, Increased Engagement Among Younger Voters

Election Coverage Saw Highest Engagement on Facebook and TikTok

Senator John McCain’s Concession Speech the Top Performing Post-Election Video
Company Release
November 20, 2020

NEW YORK – November 20, 2020 – NowThis closed out its coverage of the 2020 election cycle with a week of high-profile interviews and live coverage from New York, Washington D.C, Philadelphia, Texas, and Florida that racked up 236 million views across platforms and garnered 35 million engagements.

NowThis reaches nearly 70% of Americans in their 20s every month [Nielsen DCR, June 2020]. While NowThis audiences were deeply engaged with election coverage across all platforms, its young audience on TikTok produced the second-highest engagement for election coverage. Even though TikTok represented only 4% of all posts across social platforms, 21% of all social media engagements came from the platform.

Some of NowThis’ top-performing content of the week included:

NowThis’ 2020 coverage highlights and civic engagement numbers:
  • NowThis registered over 45,000 voters on Snapchat. via Axios.
  • NowThis partnered with The Oprah Winfrey Network to create videos based on issues that matter most to Black women and encourage civic engagement via The Wrap including a video featuring actor and activist Tracee Ellis Ross via Deadline
  • NowThis’ huge young audience has made it a destination for celebrities mobilizing diverse voters to the polls. Bradley Cooper, Jamie Foxx, Zach Galifinakis and more participated in PSAs on the dos and don'ts of voting in their home states, and celebrities like Padma Lakshmi and Aasif Mandvi urged South Asian American voters to cast their ballots. via PeopleFort Worth Star-TelegramThe Charlotte ObserverDeadline.
  • NowThis partnered with Calm for soothing Election Day content. via TechCrunch.
  • During the 2020 election cycle, NowThis interviewed every major candidate for president including President-Elect Joe Biden, Vice President-Elect Kamala Harris, Senator Elizabeth Warren, Senator Bernie Sanders, and former mayor of South Bend, Indiana, Pete Buttigieg. Its series 20 Questions for 2020 is the recipient of a 2020 Webby Award. via The New Yorker.
  • Earlier this year, President-Elect Joe Biden outlined his general election economic argument exclusively on NowThis’ channels to reach young voters who are disproportionately impacted by the COVID-related economic crisis. via the Associated Press.
  • In an exclusive with NowThis, Vice President-Elect Kamala Harris’ husband, Douglass Emhoff, talked about his historic role as “second gentleman.” via the Associated Press.
  • In an exclusive with President Obama, the former president highlighted the importance of voting for down-ballot candidates, including state legislators who could dramatically impact public policy nationwide due to partisan gerrymandering. via CNN.
  • NowThis’ series Answer This launched with an initial focus on governors across the country and their response to the pandemic and the protests against police brutality. NowThis interviewed Governors Gretchen Whitmer (MI), Kate Brown (OR), Phil Murphy (NJ), Laura Kelly (KS), Jared Polis (CO) and more. via MediaPost
  • NowThis’ new family-focused channel NowThis Kids launched earlier this year, with a recent episode focused on why voting is important and how to cast a ballot. via Axios.
  • With climate a top issue for NowThis audiences, the brand launched NowThis Earth to deepen its investment in covering the planetary emergency, with science educator Bill Nye as a guest correspondentvia The Wrap.
  • In the final week of the election, NowThis senior correspondent Versha Sharma interviewed Senator Kirsten Gillibrand (NY), Senator Bob Casey (PA), Senator Chris Murphy (CT) Governor Kate Brown (OR), Michigan Secretary of State Jocelyn Benson, Arizona Secretary of State Kate Hobbs, former Georgia gubernatorial candidate and voting rights advocate Stacey Abrams, candidates for U.S. Senate in Georgia Jon Ossoff and Raphael Warnock, former HUD Secretary Julian Castro, election law expert Marc Elias, and more.

About NowThis:
NowThis is the #1 mobile news brand in the U.S. [Nielsen DCR, June 2020]. They have a singular mission: to make news engaging and relevant for young adults by humanizing our complicated world. By providing insightful context from a youth perspective, NowThis has revolutionized how news is consumed today. Launched in 2012, NowThis’ entertaining, inspiring and informative videos are created for a mobile generation and receive over 2.6 billion monthly views [platform analytics, June 2020]. In December 2016, NowThis joined forces with Thrillist, The Dodo and Seeker to form Group Nine Media -- the #1 video publisher on mobile in the U.S. [Nielsen DCR, June 2020].  


Priyanka Mantha

Director of Communications, NowThis


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