From a digital perspective, the Met Gala was a smashing success.
In addition to welcoming more and more influencers into the fold, Vogue — which hosted live coverage of the event — said the iconic fashion event broke viewership records this year.
Nearly 15 million viewers tuned into Vogue‘s official red carpet live stream, which aired on Vogue.com and on the magazine’s Twitter account. That figure includes live and VOD coverage, Variety reports. All told, Met Gala content derived 200 million views across all of Vogue‘s social channels.
In addition to the Twitter stream, hosted by Keke Palmer and Ilana Glazer, Vogue tapped YouTube star Emma Chamberlain to provide VOD red carpet coverage. Chamberlain’s interviews were published on Vogue‘s YouTube channel, and also drummed up massive viewership. Chamberlain’s one-minute chat with Kendall Jenner, for instance, amassed 4 million views alone.
Variety notes that Vogue also produced a slew of YouTube content following attendees like Billie Eilish (3.5 million views), Camila Cabello and Shawn Mendes (3 million views), and BlackPink‘s Rosé (4 million views), as they got ready for this year’s gala, with multiple clips ending up on YouTube’s trending tab simultaneously.
And finally, on the short-form front, Vogue said engagement was up significantly from past Met Galas. A Reel posted to its Instagram account featuring Gigi Hadid and Kendall Jenner convening on the red carpet garnered 30 million views — triple the views of Vogue‘s formerly-most-viewed Reel, according to Variety.
“It’s perhaps strange to say that the Met Ball felt well timed this year,” Anna Wintour, Vogue’s global editorial director, U.S. editor-in-chief, and Condé Nast’s chief content officer, told Variety in a statement. “But after all the careful planning and precautions the teams went through, I do think that there was a special sense of celebration. And our live stream captured it for audiences all around the world.”
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