How brands Tweeted during "The X Factor" final

On Sunday Twitter lit up as millions tuned in to watch and Tweet around the final of @ITV’s @TheXFactor. Twitter hit a peak of 18,381 Tweets per minute as Ben Haenow (@Bhaenow) beat Fleur East (@FleurEast) to be crowned the 2014 winner.

The final was a star-studded affair with a host of special guests making an appearance including big names from previous seasons of @TheXFactor.

But one performance in particular generated large amounts of excitement on Twitter. Among brands Tweeting during the #XFactorFinalResults show, @NewLookFashion highlighted the moment @onedirection took to the stage with Rolling Stones member @ronniewood.

@hmvtweets used a GIF to sum up the joy that @onedirection’s appearance might have brought to the faces of their fans when the band performed their song “Where Do Broken Hearts Go.”

Along with music, @TheXFactor is also about style and clothes. @TRESemmeUK – the show’s official beauty sponsor – and @riverisland had this covered.

As the evening progressed, speculation intensified about who was going to win the 2014 show. @OfficialHARIBO offered a chewy alternative while @paddypower shared its early predictions of who the winner might be.

With the voting over and @Bhaenow crowned the 2014 winner, congratulations came on Twitter from a number of UK brands including @boohoo and @riverisland.

With the winner chosen, the race is on to claim the coveted Christmas No. 1 single slot. And @Bhaenow is already off to a flying start as he raced directly to the top of the @iTunes chart.

And for those contestants who didn’t make it in 2014, as @SpotifyUK notes, there is always next year.