No Power Outage? Twitter Still Takes the Grammys

Did you watch the Grammys this weekend? From debut performances to Hunger Games like costuming, the program was as much a string of concerts as awards show. As usual, we took a look at what was happening across the web during the show. Humor me while I geek out for a moment, because this is super interesting. First, some overall social trends:

  • Twitter drove the most Grammy related activity during the show, much like post-power-outtage Super Bowl. Tweeting was 20% more popular than commenting on Facebook and drove 2X more social referrals than the other social services combined.
  • Check out the velocity of social mentions related to “Grammys” below. In general, social mentions taper off as the show goes on potentially in favor of more specific commentary.
  • The most shared moments during the show were Chris Brown’s Snub of Frank Ocean, Ellen Degeneres’ reaction to Katy Perry’s dress and Justin Timberlake’s performance. (Note: these moments were the most shared, not necessarily these particular links)


This word cloud shows the most popular terms used in social mentions during the Grammys. So, the more emphasized the word the more popular it was in social commentary, searches, clicks, etc. Not surprising that people were buzzing about who was nominations, fashion and performances. Look a little closer and it’s interesting to note that despite not being part of the show Miley Cyrus and Britney Spears are mentioned. Despite winning a non-televised award, people were all about Rihanna. And, Lena Dunham’s appearance – merely attending with her Grammy winning boyfriend after cleaning up at her own awards shows – didn’t go unnoticed.

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We’re fortunate at AddThis to have unique insight into what’s happening on the web during events like these. I love to see what I’ve missed by comparing my own ideas to what was keeping the web buzzing. Hope you enjoyed the show!