A Definitive Guide to the #Grammys Social Media Audience

Feb 15, 2016 | Insights

(To get a better idea of who we are, and what we do, and why you need us, head on over to this entry here)

We’ve run StatSocial analyses on the audiences posting of, and/or the folks following, this topic or that related to tonight’s 58th annual Grammy Awards (viewable starting at 8PM ET on CBS).

Start at the start…

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Active GRAMMY fans, those who maintain active subscriptions to the awards show’s social media pages skew rather decidedly female. 55%, in fact.

Grammys Social Followers Demographics

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And that is not even a patch on the degree to which those tweeting of the event over the past week have been women.

We tracked #Grammys, #TheGrammys, Grammys, TheGrammys, Grammy Awards, GrammyAwards, Grammys2016, Grammys16, and on and on… The result found fewer than 1/3 of the social sphere’s men — on a week admittedly following the Super Bowl — referencing any of it.

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Lady Gaga’s tribute to the the sorely missed David Bowie — or what Adele might wear — seemed to capture the imaginations of, at most, 38% of the social media sphere’s male population.

Grammys + Lady Gaga Social Mention — Demographics

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Okay, so quickie facts about the fans of those we can expect to see create hubbub tonight.

Older readers may be surprised to find out that over the past couple of years a squashy redhead, Van Morrison looking kid named Ed Sheeran (who admittedly can sing), can sell out arenas to nothing but teenaged girls. Playing acoustic guitar and looking like this.

So, for no reason other than the fact that we can prove we know it — and that’s the business we’re in, knowing stuff — the top 10 TV shows among this ginger gentleman’s admirers are, as it turns out, a what’s what of youth TV. Come see for yourself.

If you’ve heard of neither him nor the TV shows listed then admittedly you’re a little oblivious, but you are still basically just a grown up. Worry not about it, trust that our stats are stupendous, look at our sample reports here and then subscribe to StatSocial as it’s INCONCEIVABLE that a business would try to navigate the ever-growing, increasingly labyrinthine world of social media without the essential and one-of-a-kind insights we provide.


While Kendrick Lamar is terrifically talented and an enormously gifted emceee, he is not the rapper of the hour. How do we know this? For neither we nor the GRAMMYs are hip enough to be celebrating the rapper of the hour. Frankly, we and The GRAMMYs are lucky if we’re within the right year.

But Kendrick Lamar is a huge star, whose presence will be felt this evening, and folks have been posting about him to social media plenty. About whom else, though, might they be posting?

The cool as heck thing is, when using our multiple metric, and sorting through the other names on the social media minds of those tweeting about Lamar, we start to see a much more interesting and unlikely, and much less well-known list of artists and producers. (We plead ignorance to the degree that we realize some may be platinum artists for all we know, except NO ONE is a platinum artist any longer.)

Some are friends and collaborators of Lamar’s, but none are the names on the lips of the average non-hip-hop savvy citizen. We know not from music, or cred, and we are surely not poking our noses in this business. We deal in social media statistics.

But based on multiples — meaning the likelihood of those interested in Kendrick Lamar also being interested in one of these artists — these are the top 10.

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We don’t want this entry to go on for days, so we’ll do one more artist and get out of your hair — already tangled in GRAMMY madness as we’re sure it is. We’ll likely do a follow-up entry tomorrow, and you can get what you need then.

Everyone loves Taylor Swift, and we think her 1989 album was nominated for a bunch of things. But that was probably last year. Regardless, it was big. And she’s a pretty girl no one hates, which is kind of an accomplishment. And, she’s tall and blonde and they say she writes her own songs, which seems believable actually, but still we like her… and she’ll definitely be at the awards show. So here are some stats about those who tweeted about her.

Only 52% female, but predictably enough 44% under 18 years of age.

But here’s where we get to pull out our “multiple” metric, and show you an entirely other picture than what you might have gotten just processing raw numbers. For example, what other social influencers are of interest to those tweeting of Taylor.

Well, in raw numbers we can pretty safely guess it’s all Nicki and Drake and all the social media (and, well, all media) megastars. But when we start to see who Taylor’s fans are more likely to be concerned with when compared to the average social media user, you get a very different list indeed.

Taylor’s fans are 50 to even in one instance (obviously the top one) 100 times more likely than the average social media user to be a fan of the below ten performers.

You can see how when viewed this way, a certain reality about an audience’s tastes and predilections can be brought to light in a way no other metric can reveal. It is not the only truth, of course, but it sure fills out the picture.


But whatever the case, we just hope all the the financially suffering music industry people don’t dislocate their shoulders patting themselves on the back (WE KID, WE KID).