Social media reveals 2018 Grammy winners…and they’re not who you think

Neither Beyonce nor Lady Gaga came home with accolades in their categories, but both ruled the Twitter and Instagram conversation at the 2018 Grammys.

Sunday marked the 60th year for the Grammys. Music’s biggest night featured fabulous fashion, show-stopping performances and a star-studded cast and crowd. But those on stage delivering emotional acceptance speeches weren’t the only winners, at least not according to social media.

In terms of overall numbers, this year’s Grammys appeared relatively on par with years past. While mentions where down significantly across Facebook, Twitter, and Instagram (more than 13 million in 2017 vs. nearly 7 million in 2018), total impressions were up (57 billion this year vs. 43 billion last year).

When we dove into the data, however, we saw that the real Grammy stars didn’t actually win an award—and one wasn’t even nominated.

Neither Beyonce nor Lady Gaga came home with accolades in their categories, but both ruled the Twitter and Instagram conversations. #Beyonce appeared in 6.8 percent of all tweets and posts about the Grammys, with #LadyGaga following closely behind with 6.5 percent after her emotional piano performance.

But it was Beyonce and Jay-Z’s daughter, Blue Ivy, who really stole the show. The 6-year-old, who sat in the front row, appeared to shush her parents as they applauded Camila Cabello. The moment went viral, with Blue Ivy being mentioned more than 91,000 times on Twitter. Some of the top posts had more than 10,000 retweets and likes up to 88,500 for a single tweet.

The numbers reveal an interesting truth: Someone who was following the awards show on social media would have a totally different impression of the event’s highlights than someone who was simply watching. Digging into the data of social media reveals new insights, and it’s important to be in on that conversation.

At 5ifty & 5ive, we’re driven by that data, using it to drive strategy and get results for our clients. If you want in on what the numbers mean for you, reach out to us today.

Author
Lauren Sedam
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