Vogue’s record-breaking Met Gala success

Vogue broke site records for traffic, video views, streaming figures and newsletter sign-ups with its coverage of the annual Met Gala earlier this month.

In a seven-day period following the start of the Met Gala, Vogue’s website had 11.5 million total visitors. Of that figure, 8 million engaged exclusively with Met-related content, an increase of 13% over last year. Around the globe, Vogue’s international websites also had 12 million visitors in that same week-long period.

Vogue produced 70 videos about the Met Gala for YouTube exclusively, including pre-coverage, live reporting and post-event analysis. Across all platforms globally, Met-related video content generated 902 million views, a 110% increase from last year.

Speaking to Adweek about how Vogue hit these record-breaking figures, Vogue’s Global Head of Digital Strategy, Anna-Lisa Yabsley, said: “Of course scale is important to us, but we had some specific offerings this year tied to engagement and registration that are part of a larger goal for us. It’s not just about subscribers – it’s also about known users and readers that we can build a community around, both on the Vogue website and within our larger ecosystem.”

Vogue also livestreamed the event on its 10 owned-and-operated Vogue websites and across Twitter, Facebook and Instagram. In total, the livestream generated 25 million total views, an increase of 52% from last year, according to Yabsley. Vogue also shared real-time content from the Met Gala using Instagram Reels and TikTok, which combined, generated 290 million views. Across all platforms, Vogue generated a total of 300 million views – four times more than last year – as well as gaining 655,000 new followers.