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When MTV announced the nominees for next month’s Video Music Awards, it leaned on social media, of course, to create buzz. But the channel it selected for the big reveal underscores how real-time marketing is suddenly becoming a fragmented affair.
MTV used neither Facebook, where it counts 50 million fans, nor Twitter, with its 11 million followers. It instead chose Snapchat where it has just 150,000 followers.
Celebrities revealed the awards contenders on the mobile app, helping the network reel in 70,000 new Snapchat followers, according to Tom Fishman, MTV’s vp of content marketing and fan engagement.