Published on Feb 16th, 2016
by Jack Weinstein
So who really won the Grammys last night? We’re not referring Kendrick Lamar or Taylor Swift, who took home a combined eight awards. We’re talking about social media. And not your favorite artists either.
We evaluated the social media engagement on Monday night of the brands and publishers that sponsored the 58th Grammys and created our own awards. Like the Grammy’s big four awards (Record of the Year, Album of the Year, Song of the Year and Best New Artist), we identified four categories to recognize. They are Best Partnership, Best Original Hashtag, Most-Engaged Sponsor and Top Post.
Before announcing the winners, let’s discuss strategy. The sponsors directed their social efforts to Twitter and Instagram. Grammys sponsors generated 87% of their actions (likes and comments) on Twitter (66%) and Instagram (21%) on Monday compared to 56% on the two platforms year to date.
Twitter is the ideal social platform for real-time updates and it’s not uncommon for brands to generate more Twitter engagement during events . Instagram is the social platform where many musicians are most active making it the appropriate platform to engage with their audiences.
Now to the Grammy Awards sponsorship winners on social.
The best partnership between a brand and a musician goes to Covergirl. The cosmetics brand posted two photos and a video featuring the singer Zendaya, which provided information about the makeup she wore during the Grammys and how to apply it. The health and beauty industry has been successful using tutorial videos on Instagram to generate engagement.
Covergirl also partnered with E! Online in a couple of posts that included tips. Eight of Covergirl’s 10 Instagram posts included makeup tips and tricks. Eight of its top 10 tweets also included information about the makeup Zendaya wore during the Grammys and how she applied it. The brand generated more than 96,000 social actions on Monday, all from Twitter and Instagram.
The best original hashtag goes to Intel. Intel posted eight tweets about the Grammys on Monday with #INTELinMUSIC , which generated more than 13,000 actions for the electronics brand, an average of nearly 1,650 actions per tweet, three times more than its average actions per tweet year to date. Intel has included hashtags in 92% of its tweets this year, which average about 450 actions per tweet.
The #INTELinMUSIC campaign referred to Intel’s sponsorship of the Lady Gaga performance that honored the late David Bowie.
People was the most-engaged publishing sponsor on Monday. The entertainment publisher generated more than 414,000 social actions related to the Grammys, 300% more than Gucci, the next-most-engaged sponsor brand. People generated more engagement than any other sponsor on all three social platforms.
It’s not surprising that a publisher generated the most engagement among Grammys sponsors. Some of the most-engaged brands on social in 2015 were publishers and the industry saw some of the highest growth during the year.
People’s top posts featured Grammys performers and award winners. Its most-engaged post included a photo from the performance of Carrie Underwood and Sam Hunt.
And the top sponsor post goes to Gucci. The fashion brand posted a close-up photo of Florence and the Machine lead singer Florence Welch’s hands to show her wearing Gucci jewelry. Gucci actually produced the top two posts. The next-most-engaged post also featured Welch but showcased her Gucci-made gown.
The two posts accounted for about 90% of Gucci’s Grammy’s-related engagement Monday.
The most-engaged musician on social media during the Grammys was also one of the night’s big winners, Taylor Swift. Swift, who took home three awards including best album of the year for “1989,” generated more engagement on social than any other musician and did so with very little content.
Swift posted only four times to Facebook, Twitter and Instagram Monday night and generated more than 3.5 million social actions. The pop star posted the same video to all three platforms, the reaction of everyone in her dressing room to winning best video for “Bad Blood.” And she posted one photo that’s already generated more than 2.1 million actions.
The next-most-engaged musicians, Kanye West and Drake, didn’t win awards.
Did you engage with a musician on social during the Grammys? Tell us why in the comments.
Want to find out how different industries are using social to drive ROI? Download the State of Social: Past Present and Future webinar.