Year after year the MTV Video Music Awards deliver pop culture iconography; unforgettable performances and visuals that stand the test of time, headline-worthy moments and unpredictable highlights. Meanwhile the MTV social team consistently delivers comprehensive coverage across all platforms, giving fans front-seat access to the most electrifying awards show of the year, not to mention the celebs in attendance. And the numbers don’t lie!
Per Nielsen Social Content ratings, in the last five years:
- The 2023 VMAs were the most social awards show of the year
- The 2022 VMAs were the most social telecast of the year
- The 2021 VMAs had more social interactions than the Super Bowl
- The 2020 VMAs were the most social entertainment telecast of the year
After a decade of continuous social growth, the team certainly had an ambitious mission ahead - and some challenging hills to climb.
So in 2024, we challenged ourselves to:
- Own the social conversation (via Nielsen Social Content Ratings)
- Surpass 2023 engagements and views on social
- Introduce new innovations
LEAD UP:
- Voting launched in August:
- Fans started voting for their favorite artists to win a Moon Person
- Double Days and Power Hours incentivized superfans
- Personalized assets for each nominee helped further activate their fanbases – leading to over 400 additional voting posts from Ariana Grande, Anitta and more
- Amplified talent announcements:
- Custom assets provided to artists for personal accounts, with performers, including Megan Thee Stallion, sharing nearly 100 posts reminding their fans to tune in
- Cross-platform support amplification across @MTV and @VMAs, including IG collabs with artists like Katy Perry and Chappell Roan
- Released Custom Video:
- Posted iconic moments from the archives
- Partnered with creators like Track Star Show, Mr. Grande, TwinkAndARedHead, and CookieInTheKitchen to create intentional content for MTV and creator handles
- Hosted a MTV Live special counting down to the show, featuring jxdn, Thuy and Lay Bankz performing covers of VMA nominated songs
- Compiled best show moments with VMA Nominees from MTVE IP, including Wild ‘N Out, Ridiculousness and more
- Launched four social voting categories (Best Group, Song of Summer, Best Trending Video, VMAs Most Iconic Performance) on @MTV’s Instagram Stories week of show – giving fans another chance to crown their favorite artists
- During rehearsals, we shared sneak peeks and portraits to build even more buzz for the highly-anticipated event
SHOW DAY! Coverage on EVERY Platform:
- We kicked off the night with a Red Carpet Pre-Show, and streamed live from the carpet on MTV’s TikTok, Facebook, X and YouTube
- Live voting for Best New Artist
- For the first time ever fans voted via WhatsApp in addition to MTV.com
- Promoted on air, on social, and in the venue
- Stars captured their own final outfit checks at the Last Looks mirror
- Jake Shane interviewed celebs for @MTV social accounts on the red carpet
- Roaming footage from Red Carpet, backstage and in venue took over all platforms from VMAs, MTV and supporting MTVE accounts
- Our backstage livestream POVMA launched on TikTok, FB, YouTube and X. We put phones in the hands of VIP guests, set up celeb audience cams, and for the first time gave our VIPs the opportunity to control cameras and give live commentary
- The best show moments were clipped and distributed in real-time across platforms
- We partnered with GIPHY to live GIF the show
- Two Snapchat Highlight Shows launched over the course of VMA weekend
The MTV team continued their year over year evolution to massive results:
- #1 Most Social Entertainment Show in History – in Nielsen's Social Content Ratings (SCR)
- Most Viewed VMAs in History, +18% YoY
- Most Engaged VMAs in History, +25% YoY
- Highest rated broadcast in four years
- Trending #1 on X worldwide
- 104% YoY growth in Best New Artist live voting
