EXCLUSIVE: MTV’s Video Music Awards led the way on Instagram last night with a total of 64 million social interactions. Those are “huge numbers,” according to a source with the social media app. For comparison’s sake, last night’s VMAs generated 21.4 million tweets, which reached 11.8 million people, the Viacom-owned network boasted. Additionally, 16 million people had 39 million Facebook interactions related to the VMAs yesterday
Selena Gomez dominated with the top VMA Instagram photo of the night featuring “Bad Blood” pal Taylor Swift at 1.5 million likes. That compares to Kim Kardashian (the newly crowned Most Popular Person on Instagram ) who received 755K likes for her most recent VMA post.
Miley Cyrus’ opening segment, her group selfie featuring Kardashian, the mention of #blacklivesmatter, and the Instagram Red Carpet photo experience designed by Jeremy Scott (where all the celebs took portraits) were among the night’s top-rated Instagram posts, the app said.
The event closed with Cyrus’ performance of her pot anthem “Dooo It!” presented by her Happy Hippie Foundation – a nonprofit organization founded by Cyrus that aims to fight injustices facing homeless and LGBTQ youth, and other vulnerable populations.