While Kendrick Lamar and Taylor Swift were the big winners at the 58th Annual Grammy Awards last night, the two mega-stars were not the most popular on social media, at least according to Engagement Labs' 2016 ranking of top Grammy-nominated artists.
Lamar took home five Grammys and Swift added another three, but Wiz Khalifa, The Weeknd and Charlie Puth were the biggest draws on Facebook, Twitter and Instagram, respectively, for the night. Swift was No. 7 on Facebook and Instagram, while Lamar peaked at No. 5 on Twitter.
Swift added the most followers of the day. She brought in 67,701 new Twitter followers and 121,549 new Instagram fans. And in a night of memorable performances, she certainly made one of the biggest statements during her Album of the Year acceptance speech:
Khalifa snagged the highest eValue score on Facebook with 88.44 out of 100, while Charlie Puth dominated Instagram with a score of 94.34. An eValue score measures engagement, impact and responsiveness on social media.
Among the winning brands, People magazine was tops on Facebook and Instagram. And Hyundai was No. 1 on Twitter.
People ranked first with an overall eValue score of 92.66. The Time Inc. brand posted frequently leading up to the Grammys with news about the awards show, in addition to reporting live updates during the day. Hyundai was a close second. The "highest responsiveness" came from Aflac with a score of 76.16.
Intel, which partnered with Lady Gaga to debut an ad touting the technology that went into her stunning Grammys tribute to David Bowie, ranked No. 5, No. 8 and No. 3 on Facebook, Twitter and Instagram, respectively.
On Facebook, Hilton Hotels & Resorts saw the most growth of all sponsors with 972 new followers. On Twitter and Instagram, Gucci saw the most growth based on its red carpet posts, earning the fashion brand 5,039 new Twitter followers and 11,687 new Instagram fans.