The 2014 #CMAAwards were chock full of snappy TV-Twitter integration with short videos and GIFs of winners, Carrie Underwood premiering a music video and revealing her baby’s gender, and Miranda Lambert continuing a long winning streak for Female Vocalist of the Year.
Here were the CMA’s top Tweets of the evening, and a breakdown of why they scored so high.
1. Personal Announcement
@CountryMusic did especially well with this Tweet, which gave its country music-loving Twitter community a significant piece of personal, breaking news about beloved country star Carrie Underwood.
2. Country Charm and Congratulations
The CMA’s tactic of using short, poignant video clips and GIF’s on Twitter during the Awards was super successful engagement-wise — 50% of their most engaging posts fell into this category. Luke Bryan’s charm and gratitude really shine through here.
3. Twitter Loves Luke Bryan
But Twitter didn’t need a moving image to want get engaged when it came to Luke Bryan. His fans threw serious support behind this Tweet.
4. And Miranda Lambert, Too
The same went for Miranda Lambert.
5. BS Wins
Blake Shelton, a frequent Twitter user himself, drew a ton of engagement with his heartfelt thank you.
6. What Are They Wearing?
During awards shows, fashion always drives engagement. Surprisingly, this was the only fashion-related Tweet in the CMA’s top ten most engaging Tweets. It’s no surprise, however, that it spotlights popular CMA Awards host Carrie Underwood in full-fledged pregnant glam.
7. Smart, Savvy Partnering
@Shazam and the CMA Awards are well-suited partners, as @Shazam’s spot in the CMA’s top ten most engaging posts indicates. But the win didn’t come from a straightforward plug — it came from adding humor, looping in a beloved celebrity, and adding a level of spontaneity that excited the CMA’s Twitter community.
8 & 9. Red Carpet Tweets
The CMA did a fantastic job with timing in how it “rolled out the red carpet” on Twitter. They drove a ton of engagement with this Tweet, just as the show was beginning:
And also captured killer engagement with this Tweet posted earlier in the day (with an engagement-driving video trailer) to remind people the CMA Awards were coming:
10. GIFs FTW
The CMA Awards did a terrific job of making viewers and Tweeters feel more present by using GIF’s showing award winners’ reactions and raw emotions. That’s one reason this Tweet did so well — and also, everyone loves Miranda Lambert.
How Do You See Award Shows Changing?
With the advent of social media and the exponential growth of multi-screen households, it’s incredibly important for major award shows to have a social component to their overall strategies.
Which tactics have you seen working serious engagement magic? Let us know in the comments below.