Sysomos Reports: A Twitter Breakdown of The 2015 Grammys

The GrammysSunday night was one of the biggest nights for music of the year, the 57th Annual Grammy Awards.

The Grammys are always a big event as people tune in to watch their favourite artists perform, see if their favourite artists win awards for their music and, of course, to see what all the celebrities are wearing as they walk down the red carpet.

As like every award show these days, people also love to tweet along as they watch everything play out live on TV. This year, tweets around the Grammys surpassed 10.8 million. That’s a 28% increase in tweets compared to the 2014 Grammys.

Our Sysomos Reports team saw all this action and took a deeper dive into those more than 10.8 million tweets to see what all the action was about. We found that tweets seemed to fall mostly into three categories, which our team then explored in depth; overall Grammy tweets, tweets about nominated artists and tweets about who was the best and worst dressed at the awards. We then put together a report to share our findings around each of these categories to share with you.

In the Sysomos Report below you’ll find information like:

  • Re-tweets accounted for 64% of Twitter content, while 33% were regular tweets and 3% were replies
  • Online activity peaked at 11 PM, when Sam Smith won the Record of the Year award
  • The live performances during the award show generated over 326K mentions and were the most popular theme of the night as well as the key driver of positive conversations (33% of the overall positive content)
  • Winners of the award categories we examined were generally the most tweeted about predictions, except for the album of the year category (which apparently Kanye West didn’t agree with either)
  • People thought that Taylor Swift was the best dressed of the evening while they also thought that Madonna was the worst dressed

Take a look at the full Sysomos Report below:

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