Celebrating the 2021 BRITs digital campaign

Little Mix

Following a campaign conducted in challenging technical and creative circumstances, we're delighted to report on a successful BRITs 2021 campaign.

The YouTube stream, where our international audience are able to watch the magic of The BRITs unfold, was watched by 1.7M viewers (a 60% increase y-o-y), with YouTube content on The BRITs channel accumulating a further 15M views in the 48 hours after the event. 

The Red Carpet Live Show achieved over 800K views on Twitter, TikTok & YouTube – this is the first time it has been broadcast on multiple platforms, so a very successful debut for the format.

On Twitter, previous numbers were surpassed as over 900K tweets were recorded around the event, up 300K from last year. We saw record levels of event night impressions, doubling the volume recorded in 2020. ‘The BRIT Awards’ also trended No.1 globally on the night on Twitter, and took eight of the Top Ten hashtags in the UK during broadcast.

On the night, Instagram was home to all the visual show content including beautiful portraits of winners taken by acclaimed photographer Danny Kasirye, which contributed to 2M likes of show content on the day, a 125% increase y-o-y, while our Instagram Stories reached 12.9M views – over double the engagement from 2020’s show day.

And finally, TikTok – the 2021 BRITs nominees have collectively amassed over 217B video views across 222M video creations to date, with BRITs related hashtags performing as below:

#BRITs = 374M views

#BRITsCovers = 21M views

#BRITs2021 = 99M views

#BRITsMOVER = 3B views

Across event night, we gained over 250K new followers, having provided an intimate and constant commentary during the Red Carpet and main show that reeled in fans worldwide.


@dualipaofficial has arrived, we repeat, DUA LIPA HAS ARRIVED ?#BRITs

♬ Levitating – Dua Lipa

Here’s what our client had to say about this year’s event…

Geoff Taylor, Chief Executive BPI & BRIT Awards:
“The significant increases in digital engagement across all BRITs channels confirm that the performances in front of invited key workers, and the live excitement of the night, really connected with the public. We are delighted at the success of this year’s digital campaign.”

Giuseppe De Cristofano, BPI Director of Digital:
“I am delighted with the social results from this year’s campaign. Despite a challenging on-site set-up, the Somethin’ Else team were able to provide our passionate audience with unprecedented real-time coverage. We have seen remarkable year-on-year growth in engagement, views and artist engagement with the BRITs. The success of our Red Carpet Show on all platforms coupled with the strong performance of our international YouTube stream demonstrates the continued global digital appeal of our channels and the strength of the BRITs brand.”

Safe to say, we couldn’t be prouder of the amazing content and numbers we have created and achieved this year despite the ongoing situation and restrictions – be sure to head to @BRITs across all socials to see more!