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2016 Emmys See Increased Facebook Engagement

By Monica Austin, Entertainment Partnerships, and Subikksha Balaje, Data Analyst

The biggest night in television was also a big night on Facebook, where over 9 million people (a 30% increase over the previous year) had 14 million interactions related to the 68th Primetime Emmy Awards.

The top three social moments from the show were:

  1. Tatiana Maslany wins Outstanding Lead Actress in a Drama Series for her role in Orphan Black.
  2. Game of Thrones wins Outstanding Drama Series for the second year in a row, shattering Emmy records with 38 total wins.
  3. Sterling K. Brown wins Outstanding Supporting Actor in a Limited Series Or Movie for his role as lawyer Christopher Darden in “The People v. O.J. Simpson.”


Ahead of the big night, Emmy host Jimmy Kimmel did a fan Q&A on Facebook Live:


The Academy of Television Arts and Sciences gave fans an immersive Emmys experience through 360 video on Facebook. For the first time, 360 cameras were mounted on-stage to capture Jimmy Kimmel‘s opening monologue, which was posted on Kimmel’s Page and crossposted to the ABC and Academy Pages. Fans also had the opportunity to walk down the red carpet and even go backstage after Keegan Michael-Key & Jordan Peele’s win for Outstanding Variety Sketch Show.


Fans were also invited in on the action in real-time with Facebook Live backstage, where they could see winners on the “Thank You” Cam while they were picking up their trophies, getting their photos taken by Emmy Magazine, and more!


The stars attending the Emmys gave fans an exclusive behind the scenes look at their Emmys experience through Facebook Live, as well.

Nominee Felicity Huffman took fan questions and let her audience pick pieces of jewelry to wear for the night while she was getting ready:


American Crime star Angelique Rivera showed how she prepped for her first Emmy Awards:


Black-ish nominee Anthony Anderson was on Facebook Live en route to the Emmy Awards:


Instagram created a Boomerang space at the official backstage Emmy winners stop. Check out SNL’s Kate McKinnon, winner of Outstanding Supporting Actress in a Comedy Series, with her new Emmy.