The American Music Awards in 360 degrees

The American Music Awards (@TheAMAs) was ranked by Nielsen SocialGuide the most talked-about show on Twitter Sunday night. Over 7.6 million Tweets were sent about the program around the time it was on the air and over 10.2 million people saw them. Those Tweets were authored by 1.5 million people. The show also had its second largest audience in 11 years (12.9 million viewers). The number of Tweets were up by a staggering 170% over last year and the AMAs ranked as the number one episode measured by unique audience and frequency since the launch of the Nielsen Twitter TV Ratings in September. This is how it happened.

Take the fans on to the red carpet
For the fans who are not on site, screaming from the edge of the red carpet, Twitter offered a sense of what it’s really like to be there. Vine videos helped bring that experience to life, and People Magazine (@PeopleMag) took it one step further with a brand-new 360 degree Vine fashion booth which literally filmed the stars from all angles.

If you’d like to see more of these, we’ve created a custom timeline of @PeopleMag’s 360 videos here.

Incidentally, @KatyPerry, the most followed person on Twitter, explained to E! reporter Giuliana Rancic that she uses Twitter to interact directly with fans: “No one speaks for me, no one tweets for me.”

The performers also had a chance to show their followers their creativity with a new signature Twitter mirror powered by @samsungmobileus, which lets them autograph or add their own creative touch to their backstage pics.

 Some, like Dave Grohl, used this ‘signature mirror’ to personalize their pictures:

Using Twitter to connect with fans means sharing the nerve-wracking moments too, as @ArianaGrande did in one of the most-retweeted posts of the night:

The data
The #AMAs hashtag was mentioned over 960,000 times during the live broadcast, but these two moments generated the most activity on Twitter that night, according to SocialGuide: Taylor Swift’s win for Artist of the Year at the end of the show with more than 71,000 Tweets per minute, and Miley Cyrus’ performance with more than 64,000 Tweets per minute.

And here are the artists with the most mentions on Twitter around the #AMAs, according to SocialGuide:

• @ArianaGrande with 231,966 mentions;
• @NiallOfficial with 108,969 mentions;
• @MileyCyrus with 108,536 mentions;
• @onedirection with 107,155 mentions, and;
• @Harry_Styles with 76,122 mentions.

And most retweeted of the night? SocialGuide says this was:

Do you know of any more innovative uses of Twitter? Contact us at [email protected].