The social buzz relating to Oscars night reached an all time high this year with a recorded 66.5 million interactions on Facebook between the time the nominees were announced and last night’s awards ceremony.
According to Facebook, the Academy Awards scored a 7.17 on its Talk Meter, a 10-point scale that measures the social networks hype around a specific event. This trumped last year’s award ceremony. The most buzz was seen in the Northeast (New York, Massachusetts, New Jersey and Connecticut), followed by California.
In addition, the word “Oscars” received three times more mentions this year, while the Best Picture nominees earned twenty times more mentions than they did in 2012. Les Miserables had the most ‘Likes’ of this year’s top films – most of these were from woman, or those aged between 13 to 17.
Best Actress, Jennifer Lawrence, was the most talked about nominated actress across the US leading up to the awards, and was the front-runner among men on Facebook. Women favored Zero Dark Thirty actress Jessica Chastain.
Best Picture, Argo, was the most-talked about winner of the night. Mentions of the film increased by 2,460 percent and mentions of Ben Affleck increased by 23,500 percent as the director/ producer made his acceptance speech.
Although Facebook’s numbers cannot be compared to those of Twitter, the social network/ content distribution platform reportedly generated 8.9 million Oscars-related tweets. Some 2.1 million of these were during the red carpet, while 6.8 million were during the awards show.
So what makes content go viral? And what makes people participate in these phenomena?
Brands have been upping their investments in new ad products from popular social media services, but are they getting their money's worth?
Instagram is determined to introduce as many new features as possible in 2016 and that's why it has launched Live video on Stories, as well as ephemeral posts on direct messages.
Audience targeting can be challenging in social media, especially when brands make quick assumptions about their target users. How can you avoid generalisation and what are the real benefits of it?