Perhaps the V in the VMAs should actually stand for Vine.
While much of the conversation surrounding the MTV Video Music Awards last night happened on Twitter, it was Vine that had the most interactions among all social networks, social measuring service CrowdTangle tells Digiday.
MTV’s official Vine account was ripping, remixing and slicing the most memorable moments during the awards show. Interactions on the Twitter-owned app, which is counted in “loops,” towered that over social networks, including Twitter, Facebook and Instagram.
The top Vine, showing Kanye West channeling us all by pretending to fall asleep during the show, amassed nearly 11 million loops. That’s way higher than MTV’s most popular tweet, which raked in 91,000 favorites and retweets combined. Its most-liked Instagram that garnered 75,000 likes.
“For live events that are hoping to generate short, viral moments on social media, Vine is just about the perfect format,” CrowdTangle cofounder and CEO Brandon Silverman told Digiday.
Here are last night’s top five most popular Vines, mostly thanks to Kanye:
Kanye cuddles with Kim: 10.6 million loops.
Kanye “announces” his run for president: 8 million loops.
Miley Cyrus’ backup dance draws confusion: 7.1 million loops.
Kanye confirms he’s high: 4.9 million loops.
The Weeknd grooves in front of flames: 3.7 million loops.
More in Media
Media Briefing: Efforts to diversify workforces stall for some publishers
A third of the nine publishers that have released workforce demographic reports in the past year haven’t moved the needle on the overall diversity of their companies, according to the annual reports that are tracked by Digiday.
Creators are left wanting more from Spotify’s push to video
The streaming service will have to step up certain features in order to shift people toward video podcasts on its app.
Digiday+ Research: Publishers expected Google to keep cookies, but they’re moving on anyway
Publishers saw this change of heart coming. But it’s not changing their own plans to move away from tracking consumers using third-party cookies.