Friday Five: Capturing Live Events on Instagram

Sochi Olympics organizers announced yesterday that journalists will be allowed, even encouraged, to document their time in Russia on Twitter and Instagram. Journalists feared they would be unable to tweet and 'gram after reports from state-run R-Sport news agency revealed a ban on mobile video recording.

While video is still off the table, journalists and spectators alike will be able to document all the sights of the Winter games- but how will Sochi organizers feature the games on their own channels? We went digging for some inspiration and found 5 branded live events that made the most of their visual presence on Instagram.




Foam finger waving and twerking aide, MTV set itself up for success by releasing exclusive VMA content on social channels. MTV released the location of the VMAs and nominee announcements via video on Instagram. Fans could follow along with VMA news through the hashtags #RoadtotheVMAs and #VMAS.

The night of, MTV's social team was in full force, documenting starlets arriving and catching celebrities talking all things music. While it was not only an awesome experience for pop music lovers, the network's social coverage paid off. MTV said it attracted a quarter of a million Instagram likes, 16 million Twitter impressions, 8 million Facebook impressions and 1 million Tumblr impressions.

Victoria Secret's Fashion Show

The annual Angels fashion show is, without a doubt, one of the glitziest and most glamorous events of the year. Bringing all that fabulousness to an audience tracking the event digitally or on mobile could have been a challenge, but VS is giving fans behind-the-scenes shots that bring the event to life online. While the actual fashion show won’t debut until December 10th, the brand’s Instagram has already netted over 1.4 million ‘likes’ across their currently available #VSFashionShow content.

Austin City Limits Festival

Yes, this is a brand near and dear to our hearts at Spredfast. C3 Presents wows us with shows in our hometown every year but nothing beats their annual Austin City Limits festival. With snapshots of the crowd and side stage footage from the headlining sets, C3 kept its 27K Instagram followers social and engaged.

MLB's World Series

For any Red Socks fans out there, know that we were rooting for you the whole time. After 95 years, the Boston Red Sox were able to lock down a World Series win at their beloved Fenway Park. And social went nuts. Fans from around the world sent their congratulations, and MLB took to Instagram to wish the new winners a kind congratulations.

The coverage didn’t stop there though. The MLB took to the streets of Boston with celebrating fans to document the days after the big Red Sox win. With over 600K likes throughout their World Series coverage, the MLB certainly helped bring #BostonStrong to their global audience.

The Oscars

We're just a couple months out from the 2014 Academy Awards but let's take a look at this year's coverage. The Academy grabbed pics from the red carpet, backstage, and the Winner's Circle, all with hilarious annotations that indicated the social team was not only living in the moment but having a great time too. They build momentum over the year with #tbt posts that harken back to awards night, and keep all their social intact with the hashtag #oscars.

There you have it! Some Instagram snapshots from the year’s biggest events that not only allowed brands to expand their cross-channel reach but brought stellar, engaging content to their audiences. What do you hope the Sochi Olympics will capture in their social coverage?'s picture

Caitlin Greenwood

Caitlin Greenwood is the Community Manager at Spredfast. With a background and passion for journalism and creative writing, Caitlin fosters engagement and builds meaningful relationships across the Spredfast social communities. Follow her on @mcgreenw for all things pop culture, social media, and snapshots of her corgi Marfa.