The #TimesUp Movement Dominated Social Media During the Golden Globes

The Golden Globes was, probably unsurprisingly, a hot topic on social media last night. Overall the awards show drew 3.3 million tweets, beginning Sunday and carrying through into the early hours of Monday morning. The evening was dominated by women calling for an end to sexual harassment in their acceptance speeches (although no men mentioned Time’s Up or #MeToo in their speeches), so it was only fitting that the biggest trend or hashtag of the night was not about one of the winners or a film or TV show, but instead a movement—Time’s Up.

A powerful group of 300 women in Hollywood (including Eva Longoria and Reese Witherspoon) started the movement as a way to support women all across the country, in all fields, who have experienced harassment, discrimination or abuse. Buzz began to build around the movement leading up to the awards as actresses from Natalie Portman to Viola Davis began to post about it on Instagram and Twitter. By Sunday night, it had really taken off.

Social media analytics platform Talkwalker took a look at social chatter from The Golden Globes and found that while a lot of people were talking about the awards themselves, the Time’s Up campaign gained serious traction. Throughout the night viewers tweeted about #TimesUp roughly 473,900 times. Another 178,500 tweets mentioned #WhyIWearBlack, while 174,300 mentioned the #MeToo movement.

Some of the night’s top tweets came from Ava DuVernay, Emma Watson, Mark Ruffalo and Andrea Chalupa. DuVernay claimed the title of most influential voice of the night on Twitter with 81,300 engagements, followed by Reese Witherspoon with 64,500 in engagement.

“From the engagement point of view, Donald Trump’s engagement for a tweet that he has averages about 90,000 and you can see that Ava DuVernay had an engagement of 81,000 just last night,” Todd Grossman, CEO of Talkwalker, said.

The highlight of the evening, according to Grossman, was Oprah Winfrey’s speech accepting the Cecil B. DeMille Award. “It delivered the peak buzz on social media,” he said.

Katie Richards

@ktjrichards

Katie Richards is a staff writer for Adweek.