From on-stage marriage ceremonies to Pharrell’s gargantuan Arbys-esque hat, the 2014 Grammys gave the audience a lot to tweet about. Even weeks before the award show aired on January 26, music fans took to social media to express anticipation about the star-studded list of performers by mentioning @TheGRAMMYs, the official Twitter handle of the awards.
We used ForSight to analyze the owned and earned social engagement with the award show’s Twitter handle from January 1 to 27. We explored Twitter conversation that mentioned the Grammy twitter account, or that was tweeted from @TheGRAMMYs, before, during, and after the Sunday January 26 event.
On the night of the awards, @TheGRAMMYs boasted 1.3 million followers on Twitter. The trend line appears to be a sharp rise, but consider the scale: two days before the event, the number of Twitter followers was close to 1.2 million. At the beginning of January, @TheGRAMMYs boasted around 1.1 million followers, which is not shabby for weeks before the main event.
What’s more, engagement with @TheGRAMMYs around the time of the show’s airing appeared largely enthusiastic, with 80% of tweets represented positive opinion. But what exactly were fans on Twitter buzzing about?
The Grammys pre-telecast, during which hip-hop artists Macklemore and Ryan Lewis took home multiple awards, was widely discussed. Users specifically called out the duo, along with Pharrell, Imagine Dragons and Lorde, in their Tweets throughout the night.
ForSight’s automated sentiment analysis of the conversation surrounding @TheGRAMMYs throughout January, Taylor Swift’s anticipatory tweet gained the most attention from fans.
It was Katy Perry, however, who had the most retweeted @TheGRAMMYs tweet on the night of the event when she posted a photo of herself and brother David Hudson on their way to the show.
While the buzz is sure to fizzle as fans move on to the next red carpet event of the season, @TheGRAMMYs successfully captured Twitter users’ attentions leading up to and during the show with some help from the stars themselves.
Your move, @TheAcademy. Current follower count: less than 600,000.