The 2017 award season is well underway and all the best reactions to red carpet moments are happening on Twitter. Just as the world gets over the FOMO of Rihanna’s wild night at the Grammys, here in the UK we’re warming up for the biggest night in the music calendar - the Brit Awards.
Last year, the Brits conversation on Twitter was massive - with an incredible 7.5M Tweets sent during the show. A particular highlight for the @TwitterMktgUK team was when @justinbieber hit the stage with @JamesBayMusic - two baes on one stage was almost too much for us! This year, we’re expect the chat on Twitter to reach fever-pitch. Especially because the #1 followed artist on Twitter - @katyperry - will be performing her new single for the first time on these shores. It’s going to be an epic night.
Twitter and TV go hand-in-hand, especially when it comes to sharing opinions about award shows on the telly. Our research conducted by Nielsen* shows that Twitter users are 60% more likely to be interested in award shows than non-users. In fact, Twitter users are twice more likely to watch the #BRITS every year than a non-user.
Seeing who wins and performances during the shows are the top reasons why Twitter users get excited about award shows. 53% of users surveyed say that they look forward to Tweeting about artists performances during the #BRITS, including some of those who have taken part in our series of #TwitterLoves performances.
That’s why we’re making it even easier for music fans to get involved in the #BRITS conversation with our latest round of Twitter emojis. Fans of artists performing this year like @edsheeran and @robbiewilliams will be able to show their excitement in the run up to the show by Tweeting hashtags like #EdSheeranBrits and #RobbieWilliamsBrits.
With over 41% of awards fans following the #BRITS conversation on Twitter to find out what other people are saying, brands are presented with the unique opportunity to engage with this group as the action happens.
Source: Nielsen Passions Deep-Dive 2016