Every year, MTV Brand Social’s objective is to continue to shape our brand voice across social platforms. We do this through making engaging content, through interacting with our fans and talent on a daily basis, and through keeping our fingers on the pulse of pop culture. Our goals this year were to increase our following, see an increase in engagements, and solidify our place as a powerhouse brand on social media in the music and entertainment space. All of this was achievable thanks to our unique brand voice.
MTV Brand Social had another incredible stand out year thanks to the content we were able to create mixed with our identifiable brand voice, both of which focused on a fan-first celebration of both music and pop culture. We were able to deliver new episodes of our established videos series 20 Questions and Music To Blank To featuring fan-favorite talent like Drew Starkey of Outer Banks, NCT Dream, ATEEZ, Treasure, Keke Palmer, and the cast of the Summer I Turned Pretty.
In addition to creating unique, identifiable content, the team dedicates a lot of their time in the comments sections. They’re constantly scrolling through their FYP, replying to fans on our own posts, and engaging with talent every chance they get. This helps us really hone in on our voice and to show that while we’re here to support our favorite artists and celebrities, we’re also taking the time to connect with and listen to our growing and forever-changing audience.
Because of our honed in voice and our dedicated audience, we’re able to broaden the scope of what we discuss and publish on our accounts to extend past just music and entertainment. Publishing content that reflects the importance of mental health, encouraging our followers to use their voice for good, and uplifting anti-hate campaigns has been a core part of what we do on a daily basis. We’ve developed a brand voice that doesn’t just talk to our audience, but instead talks with them. We allow for open and honest discussions with fans and talent, which is an important part in helping us all make impactful change.
In a time when nothing in the social sphere is ever consistent (algorithm changes, new platforms emerging, last minute pivots to plans, etc), one thing we can always count on at MTV is our brand voice.
2023 proved to be a record breaking year in the world of MTV social. Every year we try to be bigger and better than the previous year, and we saw a lot of great success. This year’s VMAs were the most social ever with 46m interactions. In addition to that, we were able to grow our social following across platforms by over 2.6m new followers. We also saw huge gains on our series 20 Questions for 2023, which brought in over 16m views (up 85% from last year) and 1.1m engagements (up 335% from last year). This doesn’t even include the various breakouts from the series that amassed even more views. As we continue to listen to what our audience wants, develop thoughtful (and fun) relationships with talent, and find new and innovative ways to speak with our fans, our brand voice will forever be at the forefront of everything we do.
