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How the Academy Awards Played Out on Social

The Oscars are over for another year, and the big social networks have taken a moment to reflect on how the industry’s night of nights resonated with movie fans across their networks.

First up, we have Facebook, which 24 million users discussing the event, generating 67 million posts, likes and comments across The Social Network.

The 88th Annual Academy Awards on Facebook


Posted by Facebook Media on Monday, February 29, 2016

As you can see from the video, the conversation peaked just after 9pm, when Leonardo DiCaprio took to the stage to accept his Oscar for Best Actor for his role in the film ‘The Revenant’.

The most discussed moments of the night across Facebook were:

  1. Leonardo DiCaprio Wins Best Actor
  2. Spotlight wins Best Picture
  3. Lady Gaga Performs ‘Til It Happens to You’
  4. Alejandro González Iñárritu wins Best Director
  5. Mark Rylance wins Best Actor in a Supporting Role

Facebook also took the opportunity to showcase the benefits of their video options, noting the number of celebrities that used Facebook's live-streaming tool to connect with their audience around the event – including this one from Kevin Hart which has already had more than 3.6 million views.

Live from the red carpet at the Oscars

Posted by Kevin Hart on Sunday, February 28, 2016

ABC also utilized Facebook’s 360 video option to give viewers a more immersive experience of the Oscars Red Carpet.

Experience the Oscars as you never have before! Take a 360 walk down the red carpet with our exclusive virtual reality experience: Hollywood’s biggest night tonight on ABC and Red carpet coverage begins at 5 p.m. ET | 2 p.m. PT.

Posted by On The Red Carpet on Sunday, February 28, 2016

Over on Twitter – the home of live events – the platform registered 3.9 billion Twitter impressions, based upon 24.2 million tweets about the event.

How the Academy Awards Played Out on Social | Social Media TodayThat’s a number Twitter was pretty keen to highlight – by comparison, Nielsen figures showed that Oscars-related tweets last year were down about 65% from the 19.1 million registered in 2014 (though Twitter didn’t release their own numbers for 2015). That spike in 2014, however, was at least partly attributed to Ellen DeGeneres’ famous celebrity selfie, which broke the record for re-tweets (currently sitting at 3.34m). In 2013, there were 8.9 million total tweets about the event.

The boost in engagement is a good news story for Twitter, and again, it was Leonardo DiCaprio’s win that set the platform alight, generating more than 440,000 Tweets per minute – making it the most-Tweeted minute of an Oscars telecast ever, beating out the previous record of 255,000 Tweets per minute (set by Ellen’s aforementioned effort).

Twitter also highlighted how celebrities used the platform to connect with fans, using the Twitter Mirror GIF functionality (which is currently only available to celebrity users)

Twitter also put a spotlight on Periscope use throughout the event, as well as Moments, which captured a stream of the top Oscars related tweets.

But Snapchat may have actually made the biggest splash, taking the opportunity to trial a new functionality which enabled them to display the Snapchat Live Story about the event on desktop, the first time active Snapchat content has been shared outside the app.

How the Academy Awards Played Out on Social | Social Media TodayThe functionality has significant implications for the app, and while nothing has been confirmed by Snapchat itself as yet, it’ll be interesting to see whether they look to extend this option to other Snapchat content and stories in future.

(Incidentally, if you try to view the Oscars Live Story now, you get this link on desktop)

How the Academy Awards Played Out on Social | Social Media TodayOverall, it’s clear to see that love for the Oscars is strong across social, and that on-platform interactions – most notably on Twitter – are only building, underlining the increasingly important role the platforms are playing in our interactions and media consumption habits.

And given these levels of activity, it may be worth considering how your brand can use trending events like this to tap into wider conversations in future.

Like, don’t force it, but that level of interaction is hard to ignore.  

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