We’re still a few hours away from the 2019 MTV Video Music Awards airing live from New Jersey’s Prudential Center on Monday (Aug. 26) night, so we don’t know who will walk away as the night’s big winner (Taylor Swift and Ariana Grande are tied for the most nominations). But the VMAs themselves are seeing some wins before the broadcast even airs thanks to a year-over-year increase in social media interaction for the 2019 VMAs.
Per data from Conviva Social Insights, Facebook, YouTube and Instagram (measuring the July 16-Aug. 23 period), VMA social video views on Facebook, Twitter, Instagram, YouTube and SnapChat have more than doubled YoY thanks in part to MTV leveraging new features like Facebook Stories, YouTube stories and IGTV to connect with a wider audience. Social engagement with VMA content is up 129% compared to 2018.
Additionally, thanks to nominees with active online fanbases such as Taylor Swift and BTS, as well as buzzy up-and-comers such as Lizzo and Lil Nas X, organic social conversation is up 311% YoY, per Crimson Hexagon (over the July 16-Aug. 23 period). With several new fan-voted categories introduced in 2019, unique votes for the VMAs are up YoY as well, with Telescope reporting a 198% increase in unique voters with total votes up more than 2000% (over the July 16-Aug. 23 period).
Viacom tells Billboard its VMAs digital revenue is up 30% compared to 2018.