Reputation issues — whether or not you’re working for sophistication president, trying to nab your first Oscar, or attempting to win large on the Grammys. The extra consideration you’ll be able to earn, the higher your likelihood of success.
With the 2025 Awards Season in full swing, a lot of the highlight is on the upcoming 67th annual Grammy Awards in Los Angeles on February 2nd. Final yr, when Taylor Swift made historical past by successful her fourth Album of the Yr award, social media erupted with opinions — was the win deserved? (Spoiler: It was.)
However the reality is, Grammy voters aren’t all that totally different from the remainder of us. Possibly they aren’t on Stan Twitter fairly as a lot, however their voting habits usually mirror public sentiment.
So will the identical patterns prevail with this yr’s Grammy nominations? And may we use Hootsuite Social Listening to establish the most well-liked nominees on social media and predict the night time’s largest winners in classes like Album of the Yr, Report of the Yr, and Finest New Artist?
There’s just one technique to discover out. Let’s dive in!
Key phrases
Outcomes refers back to the variety of particular person social media posts that point out a particular key phrase. It’s not a measure of what number of instances a key phrase was used (e.g., a single publish that mentions “Chappell Roan” 5 instances continues to be equal to 1 consequence).
Engagement is measured by the variety of interactions a publish receives, corresponding to feedback, reactions, or shares.
In social listening, sentiment measures what number of optimistic or damaging key phrases seem alongside a particular search time period.
Web sentiment is the distinction between optimistic and damaging sentiment. For instance, if 50% of posts on a subject are optimistic and 75% are damaging, the online sentiment is -25%. A optimistic rating means favorable sentiment outweighs damaging sentiment, whereas a damaging rating signifies the alternative.
Potential attain represents the estimated quantity of people that may see a publish primarily based on components like followers, web page likes, or web site visitors. It doesn’t mirror precise views or engagement, solely the utmost potential viewers measurement.
Finest New Artist: Who will Swap it up like Nintendo?
2024 was a giant yr for brand new and rising artists — and it wasn’t with out controversy. This yr’s Grammy nominees for Finest New Artist sparked heated debates, significantly over Sabrina Carpenter’s eligibility for the award.
Whereas Carpenter’s first studio album was launched in 2015, the Grammys dominated that 2024’s Quick n’ Candy was her “breakthrough album,” making her eligible to compete for Finest New Artist.
The choice could have raised a number of eyebrows, nevertheless it’s onerous to argue towards Carpenter’s dominance — each in music and on social media.
Sabrina Carpenter is presently probably the most talked-about nominee on this class, driving 49.1M cumulative engagement in 2024.
With enormous hits like Espresso, viral model offers with Dunkin Donuts, and a Tiny Desk live performance that racked up 8.8 million views on YouTube in beneath a month, it could be onerous to argue that Carpenter hasn’t had a very excellent yr.
However Carpenter isn’t the one artist on this class incomes loads of on-line buzz.
Fellow breakout pop star Chappell Roan exploded onto the scene final yr with The Rise and Fall of a Midwest Princess, and she or he could also be Carpenter’s closest competitors for Finest New Artist.
Carpenter could have the sting, although, in terms of web sentiment rating, which measures how optimistic or damaging social media discussions are.
In comparison with Roan, Carpenter has generated much more optimistic conversations, giving her the obvious edge in each recognition and public notion.
And whereas Carpenter and Roan are main the social race, we will’t overlook Doechii. Whereas she didn’t have large numbers all through 2024, the primary few weeks of 2025 have been large for her. Even when Doechii doesn’t win Finest New Artist this yr, she’s beginning 2025 sturdy.
Who was social media’s “Finest New Artist”?
Reply: Sabrina Carpenter
With each widespread recognition and overwhelmingly optimistic sentiment behind her, the Grammy’s most “controversial” Finest New Artist nominee has captured social media’s consideration.
In contrast to the Grammy Award for Music of the Yr, which focuses on songwriting, Report of the Yr acknowledges the general manufacturing, efficiency, and impression of a music.
Grammy historical past tends to favor the yr’s hottest songs for ROTY. Previous winners, together with I Will At all times Love You, Rolling In The Deep, and Uptown Funk, spotlight the award’s tendency to rejoice commercially and culturally vital tracks — a lot of which go on to turn into enduring classics.
This yr, one music managed to seize the eye of extra social media customers than some other observe: Kendrick Lamar’s Not Like Us.
Swift’s Fortnight (feat. Put up Malone) and Beyoncé’s Texas Maintain ‘Em generated vital buzz in early 2024. However Kendrick Lamar’s Drake-targeting diss observe set social media ablaze when it dropped on Might 4th, 2024.
The music’s impression lasted far past Might. It surged again into the highlight after a robust stay efficiency on Juneteenth and generated much more dialog after the music video was launched on July 4th.
Not Like Us sparked much more social media dialogue in December and early January 2025, when Drake filed two lawsuits towards Lamar in response to the observe.
The lawsuits could have added some controversy to the narrative. However in addition they helped make sure that Not Like Us stayed top-of-mind throughout Grammy voting season. The additional consideration, courtesy of Drake, could have helped place the observe as a frontrunner for Report of the Yr.
What was social media’s “Report of the Yr”?
Reply: Kendrick Lamar’s Not Like Us
With a number of viral peaks, Not Like Us dominated on-line conversations this yr. And the way wealthy wouldn’t it be if the music’s goal inadvertently helped guarantee Not Like Us secured its Grammy?
Album of the Yr: They will’t all be so tortured, so poetic
In terms of 2024’s Album of the Yr, one juggernaut stands out: Taylor Swift’s The Tortured Poets Division.
From the second it was surprise-announced on the 2024 Grammy Awards, the excitement surrounding TTPD was unparalleled. The announcement alone generated extra social media dialog than most artists’ precise launch dates.
And as Swift’s Eras Tour continued to dominate headlines all through 2024, the chatter by no means stopped. By yr’s finish, TTPD had amassed 20 million social media engagements, reaching an viewers of almost 300 billion.
To place that into perspective, the album generated 200% extra outcomes than the second-most mentioned album, Beyoncé’s Cowboy Carter. By way of cultural impression, no different launch got here shut.
If you happen to add up social media outcomes for all different nominees, their mixed quantity nonetheless fails to succeed in TTPD’s outcomes.
Nonetheless, Grammy voters could weigh extra than simply attain and quantity when deciding on Album of the Yr. The overall sentiment of on-line dialogue may additionally be an element. On that time, TTPD scored the bottom of all of the nominees.
Nonetheless, the sheer quantity of dialog about Swift’s album (bear in mind, 633k outcomes!) makes some negativity virtually inevitable.
You could be stunned to see the comparatively small impression of Charli XCX’s BRAT album. In any case, it was even adopted by an American presidential candidate as a model.
And whereas BRAT did not garner large streaming numbers, total mentions for the time period appear for example the album’s impression:
Due to the recognition of the “Brat Summer time” aesthetic, the time period noticed a 197% improve because the album’s announcement. As summer time got here to an finish, although, so did the time period’s recognition.
@bffspod @Brianna LaPaglia tries to elucidate to @Dave Portnoy ♬ authentic sound – BFFs Pod
What was social media’s “Album of the Yr”?
Reply: The Tortured Poets Division
TTPD’s social impression and outcomes have been larger than these of the remainder of the albums mixed. The album was additionally persistently talked about all year long.
Will Swift really safe a record-breaking fifth Album of the Yr Grammy? It appears unlikely, particularly with betting markets favoring different contenders, on condition that she simply gained the award final yr.
But when TTPD is out of the working, who may very well take house the award on Sunday night time? Our second greatest guess is Beyoncé’s Cowboy Carter.
With the album’s sturdy engagement, sentiment, outcomes and attain, Beyoncé could lastly win her first Album of the Yr award. And if she does, it is going to be for an album that states “AOTY I don’t win, I ain’t stuntin’ bout them” — which might make the victory even sweeter.
Able to get into social listening? With Hootsuite, you’ve got model mentions, trending matters, and sentiment information at your fingertips. Begin enhancing your social technique with the insights that matter right now.