MTV used its new Snapchat account yesterday to unveil this year’s list of nominees for the 2014 Video Music Awards before they were released anywhere else.
The nominations were unveiled in eight 10-second Snapchat videos that featured music stars and MTV show personalities in an attempt to reach out to a younger and more social-media savvy audience.
"We could have used one person to announce all of them but this is really going to buy us a lot of reach," said Tom Fishman, vice president of MTV’s content marketing and fan engagement during an interview with Mashable.
The announced nominees included a smiling Ed Sheeran and Ariana Grande who accompanied her message with a "See you soon #MTV" message that was followed by a heart emoji.
Social Media Music Nominations
MTV Uses Snapchat to Announce Video Music Awards Nominees
Trend Themes
1. Social Media Engagement - Using platforms like Snapchat to engage with younger, social-media savvy audiences.
2. Exclusive Content Release - Releasing exclusive content, like award nominations, on social media platforms before anywhere else.
3. Celebrity Endorsements - Using well-known music stars and show personalities to announce and promote events on social media.
Industry Implications
1. Entertainment - The entertainment industry can utilize social media platforms to engage with their audience in innovative ways.
2. Digital Marketing - Digital marketing agencies can help businesses leverage social media platforms to release exclusive content and engage with their target audience effectively.
3. Event Management - Event management companies can utilize social media platforms to announce and promote upcoming events using celebrity endorsements and exclusive content releases.