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The 89th Academy Awards on Facebook and Instagram

By Mary Hood, TV/Entertainment Partnerships, and Claudine Cazian Britz, Instagram Entertainment Partnerships

The 89th annual Academy Awards, entertainment’s biggest night, were held on Sunday, February 26. The world joined the presenters, nominees, and stars in celebrating the Oscars on Facebook and Instagram.

There were over 112 million views of Oscar-related videos on Facebook. The 5 most talked-about moments on Facebook related to the 89th Academy Awards during the show were:

  1. La La Land and Moonlight Best Picture mixup
  2. Host Jimmy Kimmel’s opening monologue
  3. Gael García Bernal’s on-stage remarks
  4. Jimmy Kimmel surprises tour bus fans, bringing them inside the ceremony to meet the stars
  5. Mahershala Ali wins Best Supporting Actor for Moonlight

Hollywood’s biggest names and newly-minted stars also turned to Instagram for the Oscars. Celebrities such as Jimmy Kimmel, Jessica Biel, Lea Michele, Taraji P. Henson, Naomie Harris, Pharrell, John Legend, and Heidi Klum shared all of the day’s moments — from the glamorous highlights to everything in between.

The night’s most-liked photos on Instagram related to the Academy Awards were from:

  1. Dwayne “The Rock” Johnson
  2. Nina Dobrev
  3. Justin Timberlake
  4. Emma Roberts
  5. Chrissy Teigen

The night’s most-liked video on Instagram related to the Academy Awards was from Justin Timberlake:

Fans were given an immersive experience from start to unforgettable finish. Throughout the evening, The Academy used Facebook Live to provide a close-up look at the red carpet and an all-access pass inside The Dolby Theater, including a sneak peek at the inner workings backstage. Facebook was the exclusive social streaming partner for “The Oscars: All Access” show which featured content before, during and after the show.

We also saw many publishers and celebrities give fans a closer look at everything Oscars-related.

Jimmy Kimmel went live moments before stepping onstage:


Kelly Ripa went live showing how she gets ready for the Oscars:


ABC News gave fans a unique look at the red carpet using Live 360:


Entertainment Weekly hosted a 2-hour Live red carpet pre-show:


The New York Times went live and showed fans some of the best photos from the night:


Good Morning America’s Robin Roberts went live to show how she gets ready for the red carpet:


Viola Davis showed the amazing support her family provided her before the Oscars:


Entertainment Tonight hosted a Live post-show to recap everything that happened during the night:


Karlie Kloss posted a 360 photo from the red carpet:


Vanity Fair went live to recap and interview stars on their way to the Vanity Fair Oscar Party:


Across the three big award shows in 2017, 48 million unique people had over 155 million interactions on Facebook. This data is from the Golden Globes (January 8), Grammys (February 12) and Oscars (February 26). In addition, there have been over 19 million reactions to posts related to the three big award shows in 2017 with “Love” being the most used reaction this season on Facebook.