The MTV Video Music Awards is music’s most iconic night – from its career-defining performances to unprecedented fan access. In 2024, we focused @MTV and @VMAs Instagrams on connecting our dedicated audiences with the artists they love; in addition to further engaging with fans, extending the marketing campaign, and owning social conversation.
LEAD UP - AWARENESS & EXCITEMENT:
- Voting kicked off in early August:
- @VMAs launched their brand-new Threads account by announcing the nominees on the platform
- Custom, platform-optimized graphics (including Reels and Carousels) were shared daily across @VMAs, @MTV, on Threads, and in Story to promote voting across all categories
- Week of show, we launched four additional voting categories on @MTV’s Instagram Stories, with fans encouraged to vote daily and return to see which nominees moved on to future rounds:
- “Song of Summer,” voted via bracket match-ups
- “Group of the Year,” voted via bracket match-ups
- “Album of the Year,” voted via tap-to-vote
- New category “Show of the Summer,” voted via tap-to-vote
- Amplified Talent Announcements:
- Custom assets provided to all artists for personal accounts, with performers including Cardi B and Kelsea Ballerini sharing over 60 posts on the platform reminding their fans to tune in
- Cross-platform support amplification across @MTV and @VMAs, including IG collabs with artists like Video Vanguard Shakira and Demi Lovato
- Custom Video and content from the VMA Archive optimized across platforms:
- Resurfaced historic moments to spark fan nostalgia & build show awareness
- Fashion carousels looking back at iconic VMA red carpets of the past
- Artist messages reminding fans to tune in for their performances
- Custom Stories using in-app features like Polls and Questions to engage directly with fans
- 6 brand-new episodes of VMAnimation, reimagining iconic show performances including Miley Cyrus’ “We Can’t Stop,” formatted for the platform
- Rehearsal coverage featuring interviews, exclusive sneak peeks, messages from artists and backstage artist portraits, with content posted as collabs between @VMAs and @MTV to optimize audience reach
SHOW TIME!:
- Real-time coverage from Red Carpet, Backstage and the POVMA cam across @VMAs, @MTV and supporting MTVE accounts
- Performance lifts and full acceptance speeches clipped and distributed across accounts, with requests sent for artist collabs
Partnered with @Instagram to go behind-the-scenes with Shakira as she prepared for and accepted the Video Vanguard honor
Our strategy drove record-breaking results!
- @MTV and @VMAs shared over 1,000 posts in promotion of VMAs on the platform
- Best Social Interactions in Nielsen's Social Content Ratings (SCR) in VMAs history, with Instagram driving 72% of interactions
- #1 Most Social Awards Show across TV in the past 12 months in SCR
- Most Social Engagements Ever in VMAs History
- Gained 1.9M new followers on the platform
