Nick Dyer, head of digital and supervising producer for 'The Tonight Show,' has led a successful social media strategy, resulting in 9.2 billion views from June 1, 2024, to May 30, 2025, a 55% increase. With 100 million followers, the show dominates social media engagement. Dyer emphasizes a collaborative approach to digital content and the importance of tailored bits for guests. Since moving to NBC in 2021, he developed a strategy that capitalizes on the unique offerings of guests, resulting in nearly 2 billion views of digital originals this year.
"What we've seen with some of our biggest guests who do show content and digital content is that it's a rising-tides-lifts-all-boats mentality..."
"Brick-by-brick, we've built more of a presence and more of trust..."
"The Tonight Show is the No. 1 late night show when it comes to social followers and engagement..."
"That digital dominance wasn't an overnight sensation but a 'slow build,' according to Dyer..."
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