In a year marked by shifting media consumption patterns, the 2025 Grammy Awards saw a decline in television viewership but a significant surge in social media engagement. While live viewership dropped from 17.09 million in 2024 to 15.4 million in 2025, the Recording Academy's strategic pivot towards leveraging influencers paid off handsomely. This shift resulted in record-breaking online chatter and engagement metrics. The Red Carpet Power Rankings, a collaboration between The Hollywood Reporter and data firm Launchmetrics, witnessed a notable increase in media impact value (MIV) across various categories, reflecting the power of digital platforms in shaping cultural conversations.
Social Media Engagement Drives Red Carpet Success
On the evening of the 2025 Grammy Awards, held in the heart of Los Angeles, celebrities and brands alike capitalized on the event’s heightened social media presence. Influencers and nominees, including Taylor Swift, Miley Cyrus, Beyoncé, and Olivia Rodrigo, contributed to an engaging narrative that unfolded both on screen and online. The Red Carpet Power Rankings, which assesses fashion, watches, jewelry, and accessories based on their MIV, saw a substantial boost. Fashion brands alone earned $65.5 million in MIV for 2025, up from $55.9 million the previous year.
Jean Paul Gaultier emerged as the top fashion brand with an impressive MIV of $9 million, thanks to high-profile appearances by Chappell Roan and Charli XCX. Taylor Swift’s choice of a lipstick-red beaded minidress by Andreas Kronthaler for Vivienne Westwood propelled the brand to second place with an MIV of $8.9 million. Even misattributions, like Lady Gaga’s gown being mistakenly credited to Vivienne Westwood, inadvertently boosted the brand’s visibility.
In the world of accessories, Tiffany & Co. shone brightly with a historic necklace worn by Lady Gaga, earning an MIV of $4.7 million. Paris Hilton’s strategic partnership with Gianvito Rossi, showcased through her Chrome Hearts gown and shimmering Raina pump, secured a first-place finish with an MIV of $1.4 million. Jaden Smith’s avant-garde headpiece by Dora Abodi, though polarizing, still garnered attention and an MIV of $591,000.
Among the men, Bruno Mars stood out in a sleek Saint Laurent suit, complemented by Tiffany & Co. diamonds, achieving an MIV of $3 million. Jaden Smith’s Louis Vuitton ensemble earned him an MIV of $3.5 million, highlighting the enduring influence of bold fashion choices.
Ultimately, the night’s winners in both stars and brands underscored the evolving landscape of award show engagement, where social media plays a pivotal role in amplifying visibility and influence.
From a journalist’s perspective, this shift towards digital platforms marks a significant milestone in how we consume and interact with entertainment events. The Grammy Awards 2025 demonstrated that while traditional TV ratings may be waning, the power of social media can create new avenues for engagement and brand visibility. As we look ahead to future award shows, it’s clear that the integration of influencers and digital strategies will continue to shape the cultural conversation around these events.