The BRIT Awards has highlighted its biggest uplift to date across its social channels.
Music Week reported on the chart impact in the latest Midweeks, following the ceremony aired on ITV1 and ITV at the weekend. Charli XCX was the big winner with five trophies.
The BRITs have achieved nearly 70 million views across all social channels – a 45% increase from 2024, with 66.7 million views calculated compared to 45 million.
The BRITs’ Red Carpet Live Stream – exclusive to Instagram and Facebook as part of the BRITs’ ongoing partnership with Meta – hit 2.1 million views within 48 hours of broadcast, a 50% increase from 2024’s figure of 1.4 million.
Instagram views on show day doubled compared to 2024, with 32.4 million views this year vs 15 million last year, achieving The BRITs’ most viewed Reels of all time – Sabrina Carpenter’s red carpet appearance (6.6 million) and her acceptance speech for the Global Success award (5.5 million).
The tribute to Liam Payne in the show was the third most viewed Reel at 5.1 million, generating 220,000 likes and 7,000 comments.
The show also achieved a 47% increase on IG Story views, from 5.29 million to 7.8 million. Five million views were achieved across Facebook, a 51% increase from 2024, with the most viewed Reel being Charli XCX’s red carpet appearance at four million.
Last year BRITs generated 3.3m three-second views; this year that increased by 51% to 5 million. Total minutes viewed also increased by 14% from 1.3 million to 1.49 million.
Meta was this year’s Official Voting Partner for the five genre awards, with the fan vote run via WhatsApp, with 1.65 million votes cast across the platform and 235,000 followers achieved for the new channel.
YouTube broadcast the show to non-UK viewers once again for the 12th consecutive year and increased viewers 300% compared to 2024, with nearly half a million tuning in from overseas. The BRITs YouTube channel drove 1.3m views on the day, up from 1.1m last year, with the most viewed video being the Liam Payne tribute at 268,000 views.
All eight live performances from the ceremony were uploaded by the following morning, with a total 3.28 million views generated so far, including 1.9 million for Sabrina Carpenter’s performance.
BRITs saw a 130% increase in TikTok reach this year, going from four million to 9.3 million on show day alone, with 86 videos going up across the day. Grime Gran’s red carpet presence dominated the platform, with three of the show’s biggest TikToks featuring interviews with Teddy Swims (3.1 million), Lola Young (1.9 million) and Danny Dyer (1.2 million).
Increases were seen across X/Twitter with an increase of 25% across impressions, going from 3.5 million in 2024 to 4.4 million. Likes increased by 101% from 44,500 to 89,000, and 1.4 million views were achieved; the most viewed tweet being Stormzy’s acceptance speech with 128,000 views.
Damian Christian, chair of the BRITs Committee, said: "The engagement we've seen across our social platforms this year has been fantastic. Through exciting and innovative ideas and delivery, we have been able to showcase this year's BRITs artists to fans around the world like never before. The numbers, as well as the chart uplifts, prove that the BRITs are as important as ever and are connecting with a new, younger audience. Congratulations to the Digital Committee on these incredible results."
Dr Jo Twist OBE, BPI CEO, said: “From Sabrina’s spectacular tribute to London show opener, to Ezra Collective with Jorja Smith bringing the curtain down with their joyous energy, and all the brilliant acts in between, it felt like a very special BRITs this year, one borne out by these remarkable uplifts in social engagement with the show’s audience of fans.
“It captured the year in British music culture brilliantly and it is fantastic to see the success of so many diverse British artists being recognised on a global stage. Our sincere thanks to all the artists and their label teams, and to the BRITs Committee and the BPI’s own BRITs team for staging such a memorable event.”
Giuseppe De Cristofano, BPI Director of digital, said: “I am thrilled with the incredible results of this year’s social output from the Show. Our goal is always to bring the excitement of the Awards show to music fans across the platforms they love and give the artists as big a platform as we can to showcase themselves to music fans around the world. We went big with our Red Carpet ambitions and covered every angle of the Show. It’s great to see all the planning pay off with the substantial increase in views and engagement. A huge thank you to the Instagram and WhatsApp teams at Meta for their support across the campaign , as well as Sebastian Simone at Warner Records, my co-chair of the BRITs Digital Committee, for his strategic vision, passion, and leadership throughout this campaign. Lastly, immense gratitude to the entire team at SE: Creative Studio for another flawless execution."
Sebastian Battista Simone, SVP, audience, Warner Records & Parlophone, said: "It's been incredible to see The BRITs digital campaign reach more fans than ever and drive record-breaking engagement across platforms. Expanding our collaboration with Meta to WhatsApp has modernised public voting, while Instagram Reels has amplified the show's biggest moments on a global scale. Seeing fans come together to celebrate the awards in such a meaningful way has been a pleasure. A huge thank you to my BRITs Digital Committee co-chair, Giuseppe De Cristofano, for his vision and partnership in bringing this campaign to life."
Josh Nicoll, music label partnerships, Meta, said: “We couldn't have asked for a more perfect collaboration to kickstart our partnership between WhatsApp and music, by bringing music fans together and helping artists reach new audiences on an app they already know and love. As one of Britain's most iconic exports, it's an honour to leverage Meta's global reach to bring the magic of British music to fans worldwide on the biggest night in UK music. Huge congratulations to all the talented artists, as well as Giuseppe, Jo, Damian, and Sebastian, for delivering an unforgettable show.”
PHOTO: John Marshall – JM Enternational
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