2020 Met Gala. What Happened on Web and Social Media
The Met Gala was established in 1948 as an annual event to raise funds in support of the new Costume Institute. As technical counselor of this section of the Metropolitan Museum of Art since 1973, Diana Vreeland, former Editor-in-Chief of Vogue America, helped make the gala one of the most relevant and exclusive events in the world. In the '90s, Vogue's Editor-in-Chief Anna Wintour decided to bring back the legend of the gala, making its red carpet so famous for being second only to the Oscars. Due to COVID-19, the opening of this year's exhibition "About Time: Fashion and Duration" was moved forward to October and the 2020 Met Gala, previously scheduled on May 4, was postponed indefinitely. However, Vogue celebrated it with several projects. The first was a livestream on YouTube which was opened by Wintour. The livestream showed an exclusive preview of the exhibition, some memorable looks from past editions, and a live performance by Florence and The Machine. Also, they organized the #MetGalaChallenge on Social Media with the help of actor Billy Porter to invite followers to re-create their favorite Met Gala outfits at home. Media, Celebrities, and Influencers joined the virtual celebration and generated significant buzz. For this reason, we analyzed the impact of the 2020 Met Gala on Web and Social Media. In this article, you can find some key insights from our analysis. You can also request the full recap here.
THE 2020 MET GALA ON WEB AND SOCIAL MEDIA
The 2020 Met Gala, also known as the first Virtual Met Gala, generated almost €23M of total Earned Media Value (EMV) on web and social. By content, Social represented 65% of the total and by value, the share increased to 88%.
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Instagram offered the highest value with an EMV of €18.5M, followed by Twitter, Facebook, and YouTube. Again, considering the number of posts, 48% were shared via Instagram, but the value was equivalent to 92% of the total generated on Social Media. Twitter generated the second-highest number of posts with 38% and produced 4% of the total EMV. Facebook represented 3% value with 13% of the content, and YouTube 1%, both by posts and by value.
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Media accounts also generated visibility to the 2020 Met Gala on Social Media, releasing 70% of the posts. However, Celebrities and Influencers produced the highest value. They represented 51% of the total EMV with only 19% of the content. Colombian singer Maluma led the top 10 Celebrities/Influencers ranking, followed by American actress Madelaine Petsch and YouTuber Liza Koshy. With an image from last year's edition on Instagram, Maluma was the author of the top post which achieved a Reach of 24.7M and more than €800K EMV.
These are just some data from our analysis of the impact of the 2020 Met Gala on Web and Social Media. If you want to know more, you can download your copy of the report on the Virtual Met Gala by clicking here.