This year's Brit Awards ceremony has broken the record for the most tweeted about TV programme in the UK.
Over four million people posted on Twitter about the music industry event, which took place on Wednesday (February 19th). This is double the amount of tweets the Brits attracted last year and works out at 78,000 per minute.
The social media success of the event has been attributed to the fact fans were invited to vote for the winner of the Best British Video award live on Twitter. Some two million tweets were made about the vote during the course of the evening.
One Direction claimed the prize for their hit 'The Best Song Ever' and band member Harry Styles was responsible for the most re-tweeted message of the night.
His comment - "Thank you to everyone who's voting... We love you until it almost hurts in special places" - was re-tweeted some 130,000 times.
Beyonce's performance was the most talked about on Twitter, with the rest of the top five being made up of Arctic Monkeys, Bastille and Rudimental, Bruno Mars and Ellie Goulding.
Also present at the ceremony was Katy Perry, who is currently the most followed person on Twitter, with a total of 50.6 million followers. Justin Bieber, who comes in second with 49.7 million followers, did not appear.
While the Brits proved so popular on social media, the number of people who watched the event on TV actually declined. Only 4.6 million people tuned into the awards, which is the joint-lowest number ever.
Just 4.2 million people actually watched the event live, with the remainder viewing it on ITV's catch up service ITV +1.