The 2015 MTV Video Music Awards generated lots of social chatter this weekend. In fact, according to Nielsen Social data, this year’s VMAs was the most tweeted program since Nielsen started tracking in 2011. However, the chatter didn’t come from young digital natives; instead, it was the Gen-Xers, also known as the MTV generation, who took to social media to talk about the awards show.
According to Nielsen, 2.2 million people in the U.S. posted 21.4 million VMA tweets, for a reach of nearly 12 million and a whopping 676 million impressions. This is a marked increase in VMA social engagement of 69 percent compared to 2014. On Facebook, there were 39 million interactions, including posts, likes and comments, from more than 16 million users.
In terms of audience demographics, most of the social chatter came from New York, Los Angeles and DC, with almost an even split between male and female users, according to Crimson Hexagon. VMA social conversations also resulted in some surprising data about the age of the MTV audience. While many might expect younger viewers to be most engaged, it was the 35+ crowd who generated the most discussion about the VMAs overall.
The #VMA and #VMAs2015 event hashtags were the most used throughout the night, with 78 percent of the posts coming from Instagram and 23 percent from Twitter, according to Pixlee. The top three Instagram posts where from @tishcyrus, Miley Cyrus’ mom.
Overall, Taylor Swift, Miley Cyrus, Nikki Minaj and Kanye West were the artists who received the most mentions throughout the event. In fact, it was Kanye West’s acceptance speech for the Video Vanguard Award, where he announcement that he was running for president in 2020 that generated the biggest peak in social activity.
The feud between Miley and Nikki dominated the conversation about Cyrus as the show host, resulting in a 15 percent negative sentiment, according to Crimson. Not one to back down, Minaj called Cyrus out on stage, a moment that became a fan favorite on Vine.
Other notable social moments on Twitter included:
- The performance from @JohnLegend and @Pharrell
- @BigSean, @KanyeWest, and @JohnLegend winning the Video with a Social Message
- The @JustinBieber performance that ended with him in tears
- @taylorSwift winning Best Female Video for “Blank Space”
Here were the top moments on Facebook:
- Kanye West accepts the Video Vanguard award
- Miley Cyrus performs Dooo It and closes out the show
- Nicki Minaj wins for Best Hip Hop Video & banters with Miley Cyrus
- Justin Bieber performs Where Are U Now / What Do You Mean?
- Tori Kelly performs Should’ve Been Us
Top states engaging on Facebook:
- New Mexico
- New York
Image courtesy of MTV.