Kendrick Lamar Wins The Grammys

Despite the cord-cutting and time-shifting phenomenons, key cultural events, like the Grammys, must be seen live. Watching the morning-after recap of music’s biggest night leaves a feeling of missing out and it eliminates the chance to participate in the event.

The majority of people, 64 percent, visit a social media platform while watching TV, demonstrating how important social connection is when we’re watching the small screen. On Monday night, nearly 4 million people created 8.4 million engagements (posts, comments, etc.) about the Grammys across Facebook and Twitter.

These social conversations that simultaneously take place on second-screens are a critical consumer touchpoint and powerful tool for understanding the content that emotionally resonates with consumers.

Though he only won 5 of his 11 Grammy award nominations on Monday, Kendrick Lamar stole the show. The highlight of the night was his performance which garnered nearly 800,000 engagements in a 10-minute window across Facebook and Twitter. His performance was also rebroadcast more than 182,000 times around the world less than 24 hours after awards ceremony. Lamar winning Best Rap Album was another Grammy highlight that spiked social engagement.

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Though the number of awards the Grammys hands out on live television has decreased, people enjoyed seeing Ed Sheeran take home his Grammy for Song of the Year. The moment drove the second-most engagements of the Grammys.

Taylor Swift proved her social influence once again. She sent Swifties and the Grammy audience abuzz when she claimed Album of the Year and offered a pointed statement about success as a woman.

Today, awards ceremonies like sporting events, news, politics and hit shows are not only best viewed live, but they’re also best experienced together. Social media enables people to become a part of the event and contribute to the conversation no matter where they’re taking in the event and the behavior provides brands a powerful insight into their consumers.