There are always difficulties covering the Met Gala—high security, the small number of people allowed to create content from the inside and of, course, covering the theme properly.
“It was important that we plan content that was respectful,” said Sally Singer, the creative digital director of Vogue.
With the theme, “Heavenly Bodies,” the Vogue team wanted to have content that seemed a “little less cheeky” than in previous years, she said. Despite this, Vogue was able to attract millions of viewers to its coverage.
Vogue showed some of the lighter moments of the night, including a video of Nick Jonas riding the subway and eating pizza ahead of the event, Issa Rae chatting on the phone and Jennifer Lopez preparing to walk the red carpet.
And it paid off.
Within the 72 hours of the Met Gala, Vogue had more than 37 million views on its YouTube channel and hit a high of 1.4 million views an hour. The publication saw a surge in subscribers on the platform and now has more than 2.5 million YouTube subscribers.
Vogue also partnered with Liza Koshy for on-carpet interviews with celebrities, though it necessarily because of her YouTube status.
“It’s because she’s a really cool, interesting girl,” Singer said. “She’s really fun to work with, and she really thought about every single person.”
Vogue was active on Instagram, too. The clips directed by Bardia Zeinali, which showed celebrities flaunting their outfits inside the museum, got 37 million views on Instagram within 72 hours.
During the same period, there were 4.5 million unique visitors to Vogue.com and more than 127 million pageviews. Search traffic increased by 45 percent over the same time frame last year.
Vogue didn’t wait for the event to be over before it started posting, and videos started going up as the red carpet was ending.
Singer said she was “so pleased with this year.”