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Thanks to its ‘perfect format,’ Vine videos shine at the #VMAs

August 31, 2015
Aaron Polmeer

By Jordan Valinsky

Perhaps the V in the VMAs should actually stand for Vine.

While much of the conversation surrounding the MTV Video Music Awards last night happened on Twitter, it was Vine that had the most interactions among all social networks, social measuring service CrowdTangle tells Digiday.

MTV’s official Vine account was ripping, remixing and slicing the most memorable moments during the awards show. Interactions on the Twitter-owned app, which is counted in “loops,” towered that over social networks, including Twitter, Facebook and Instagram.

The top Vine, showing Kanye West channeling us all by pretending to fall asleep during the show, amassed nearly 11 million loops. That’s way higher than MTV’s most popular tweet, which raked in 91,000 favorites and retweets combined. Its most-liked Instagram that garnered 75,000 likes.

“For live events that are hoping to generate short, viral moments on social media, Vine is just about the perfect format,” CrowdTangle cofounder and CEO Brandon Silverman told Digiday.

Here are last night’s top five most popular Vines, mostly thanks to Kanye:

Kanye cuddles with Kim: 10.6 million loops.

Kanye “announces” his run for president: 8 million loops.

Miley Cyrus’ backup dance draws confusion: 7.1 million loops.

Kanye confirms he’s high: 4.9 million loops.

The Weeknd grooves in front of flames: 3.7 million loops.

The post Thanks to its ‘perfect format,’ Vine videos shine at the #VMAs appeared first on Digiday.

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