In our social media-driven society, no awards ceremony would be complete without mentioning what got people talking online and just how much chatter there was. Sunday’s Billboard Music Awards not only garnered its best ratings in 13 years, but it was also no slouch when it came to social media, either.
Twitter’s official blog crunched the numbers after the broadcast and said on Tuesday that the overall show brought in more than 5.4 million tweets. The data also includes stats from the three hours before and after the show aired. Approximately 722,000 of those tweets included the show’s official hashtag, #bbmas.
It might come as a surprise to some that the hashtag picking up the second-most mentions of the night was #5sosbbmas, a tag created by fans of 5 Seconds to Summer, an Australian band making its debut on American television. Their official account, meanwhile, was mentioned 451,000 times. The band no doubt picked up some extra mentions when Kardashian half-sister Kendall Jenner botched their intro by almost accidentally introducing One Direction.
Naturally, the musical acts sparked plenty of mentions as well. Though the Michael Jackson hologram generated lots of discussion that spilled over into this week, Katy Perry’s video performance of “Birthday” actually became the most-mentioned moment of the night with a peak of 57,000 tweets in a single minute. Following Perry in real-time mentions is Lorde, who won Top New Artist just before Perry's performance. The Grammy-winning New Zealander's performance of “Tennis Court” picked up a peak of 39,000 tweets in a single minute.
Fashion also played a big role in the social media buzz, thanks in large part to outlets such as E! tweeting out photos of various red carpet looks. The Samsung Vine 360 Booth also incorporated video into the equation, giving people a complete view of some celebrities and their outfits using a six-second Vine.
Billboard added some more statistical odds and ends in their wrap-up. It may not come as much of a surprise, but about 87 percent of people who tweeted about the show were reportedly under the age of 25, while 68 percent were female. Twitter compiled the data with the help of Nielsen Social Guide.