Katy Perry may have lost Song of The Year and Best Pop Solo Performance to new-kid-on-the-block Lorde on Sunday, but socially speaking, she came out on top.
Those who tuned in Sunday night weren’t exactly exposed to another episode of the “Hashtag Grammys,” mainly because LL Cool J didn’t bring it up every 30 seconds this time around. However, there was still a staggering amount of social activity around the award show. During the course of the evening Next Big Sound tracked more than 100 tweets mentioning an artist handle and the GRAMMYs hashtag, for every second that went by. That’s a lot of tweeting.
— Jordan Raynor (@JordanRaynor) January 27, 2014
Perry, who looked stunning on the red carpet, and then channeled her inner gothic super hero for a performance of “Dark Horse” alongside rapper Juicy J, was the artist that saw the biggest social gains as a result of the event. Perry added close to 50,000 new Twitter followers on Sunday, an increase of 66% from her daily average the week prior. Having posted an image from the show on Instagram, she also saw a big bump here. Her daily average of 15,000 likes the week before, jumped to a total of more than 420,000 Sunday and Monday, and she more than doubled her number of new followers the day after the event.
We shouldn’t be surprised that Beyoncé, who kicked off the night with a sultry performance of “Drunk in Love,” also saw a high social score. Both her and hubby Jay Z (who joined Queen Bey on stage for the performance) saw plenty of airtime, with a front row seat to the action, and Hova’s dedication of his “golden sippy cup” to daughter Blue Ivy. Beyoncé posted several photos and videos on Instagram, resulting in more than 2 million new likes, and the addition of more than 150,000 new followers. She also saw her number of Twitter mentions increase seven-fold from one day to the next.
While Justin Timberlake was a no-show at the actual awards, he featured prominently in two campaigns during commercial breaks, surprising fans on behalf of both retail giant Target, and financial services company Mastercard. Timberlake also took home a few accolades that were not part of the broadcast, among them Best R&B Song for “Pusher Love.” Timberlake saw his daily average of 5,500 Twitter mentions in the week before Grammys, jump to about 42,000 that night.
Wikipedia is one of the more reactive metrics to nationally televised events such as the Grammys. Kendrick Lamar and Imagine Dragons had very similar spikes in page views thanks to their joint performance, with both acts seeing about 70,000 visits that night. John Legend and “Same Love” songstress Mary Lambert both attracted about 50,000 page views, but it was Macklemore that caused the biggest splash with close to 300,000 views, an increase of more than 1,200% from his average daily number of page views the week before.
Other honorable mentions should go to P!nk, Lorde and Pharrell who took home their fair share of social attention around the awards, but it was truly Pharrell’s hat that took the social universe by storm Sunday night. Shortly after the @Pharrellhat handle was created on Twitter, the account surged to more than 15,000 followers. Talk about a rapid rise.
i win #GRAMMYs
— Pharrell’s Hat (@Pharrellhat) January 27, 2014