The most important thing about the Global Citizen’s One World: Together at Home event on Saturday, April 18, 2020 was that it raised $127 million for front-line workers battling COVID-19. However, beyond that admirable work, the fundraiser which both was streamed and aired on over 20 channels in the United States alone was also the most ambitious program yet that has been created in self isolation.
Dozens and dozens of the world’s most famous celebrities came together every way but literally in the uplifting special and showed how far the DIY ethos could logistically be stretched.
For marketers, it was also a benchmark to show what the social media impact of a major television event looks like when the production limitations are so restrictive that not even two people are in the same location. Based on ListenFirst’s social media data analytics, here are five things that brands can learn from the social media reception to the One World: Together at Home event:
Fact #1: Star Power Matters More On Social Media Than Production Value
Same-Day Tweets Mentioning 2020 Tentpole Events
There were 1,494,827 Tweets mentioning the One World Together At Home event on April 18, 2020. In comparison there were about 1.6 million Tweets mentioning the Golden Globes on January 5, 2020. From it not being entirely clear if Lizzo was playing a musical instrument due to the limitations of a single camera angle, to Charlie Watts of The Rolling Stones playing on an imaginary drum kit, there was a lot of content aired during OWTAH that in normal circumstances would never be released from a production standpoint.
And yet, the Global Citizen event still generated nearly as many real-time Tweets as a normally produced Golden Globes ceremony from a few months ago. The social audience understands that because the world is different, the content is going to look different too. First and foremost, the audience is excited to see new content from their favorite entertainers.
Fact #2: It’s A Diva’s World, We’re Just Self-Quarantined In It
Looking at the minute by minute reactions to OWTAH on Twitter, all the biggest peaks in conversation occurred around female singers. On August 18, 2020, the real-time conversation around Global Citizen peaked at 10:01pm Eastern Time at 5,769 Tweets, immediately following Celine Dion’s closing number. There were 5,822 Tweets at 9:55pm EST during Taylor Swift’s performance of her song “Soon You’ll Get Better”, while there were 5,341 Tweets at 8:38 pm EST around Beyonce’s address to the audience.
That said, it was another diva who generated the most interest of the night. Lady Gaga who helped curate the event, was the celebrity act who generated the most Tweets around Global Citizen, mentioned in 160,553 on April 18, 2020. In comparison, Taylor Swift was mentioned in 64,815 Tweets while John Legend & Sam Smith were mentioned in 32,342 Tweets around their duet.
Fact #3: The Social Audience Also Skewed Female
Looking at ListenFirst’s Twitter audience insights for One World: Together at Home, women are over-represented as is the country of Brazil. The Twitter audience for Global Citizen on April 18, 2020 was 53% Female, 72% Millennials, 47% Hispanic and 42% White. 30% of the Tweets came from Brazil with 29% of the Tweets coming from the United States. 42% of the Tweets were in English while 19% of the Tweets were in Portuguese.
Living up to the name, the event drew the social media attention of the entire world as opposed to just interesting the North American audience.
Fact #4: The Event Was More Associated With Networks Who Had Their Talent Hosting
Jimmy Kimmel, Stephen Colbert and Jimmy Fallon co-hosted the event and while 17 networks or streaming platforms tweeted about Global Citizen, it was the networks that employed those late night talk show hosts which were mentioned in the most Global Citizen related Tweets on April 18, 2020. CBS was mentioned in 11,581 Global Citizen related Tweets, NBC in 11,018 Global Citizen related Tweets and ABC in 10,319 Global Citizen related Tweets. Those three networks accounted for 66.1% of the Tweets mentioned Global Citizen and a network on the day. There were also 7,022 Tweets mentioning both MTV and Global Citizen.
VH1, Univision, TV Land, Prime Video, Pop, Paramount, Nick, Nat Geo, Comedy Central, CMT, AXS TV, Apple TV, and Bloomberg were the other streaming platforms or TV networks mentioned in Tweets around Global Citizen.
Fact #5: Sponsors Generated More Social Media Fans On Twitter Because Of Global Citizen
Among 14 Corporate sponsors for One World: Together at Home, 8 gained at least +36% more new Twitter Followers on April 18, 2020 compared to their year-to-date average, indicating that fans of Global Citizen and the artists performing began following the corporate sponsors after exposure from the event. Those 8 sponsors were Pepsi, Analog Devices, Johnson & Johnson, Citibank, Procter & Gamble, Cisco, State Farm, and GlaxoSmithKline. Pepsi was the brand most talked about in conjunction with the event, in 15,043 Tweets on the day.
While the focus around Together at Home was rightly around coronavirus-related relief, the social media audience noticed and clearly was appreciative of the corporate sponsors.
Tentpole events like One World: Together at Home which was created out of necessity might look and feel very different, but aligning with these types of performance-driven programs still is a great way to reach desired audiences. Using a more effective social media analytics tool, brands can better identify the trends and demographics around these opportunities. Not a lot is making sense in the world right now, but ListenFirst can at least clarify the picture on social media.