Fandom in the Social Media Age – The Numbers, Part One

I love statistics. It was, unfortunately, one of my worst subjects when I was getting my B.S. in B.A., but I still love it.

Granted I won’t be doing any 538-style stats crunching here — I don’t have nearly enough data or data points to engage in a deep dive (and if I want them, I’d have to cough up money), but what I do have are raw numbers from which we start our discussion. Remembering, of course, that correlation does not equal causation — just because two sets of numbers correlate does not mean that one causes the other. This is important to remember, because there are so many other factors that go into why the numbers are the numbers.

The first number to talk about is the easiest, because it started at zero. Tumblr followers.

When I took over the reins of the writers’ assistant position on “The 100” there was no Tumblr account for the writers. In fact, with the exception of NBC’s Hannibal, which posts under the official show tumblr, there are NO WRITERS’ ROOMS ON TUMBLR. If there are, please tell me, because I looked. HARD. Given the demographics of the audience we are trying to reaching it’s actually shocking that more shows aren’t on Tumblr. It’s so easy to reblog fan art and gifsets and post official things like videos or reviews…even when doing the bare minimum in content, it’s a no brainer. Still, no one has ventured into this social media platform. Why?

That’s a question for another day. Today’s question is, how did it go for The 100 Writers’ Room?

From zero to 18k

From zero to 18k

I don’t have a huge basis for comparison, because on tumblr, you can’t see how many followers a blog has. It could have ten or ten thousand, and you’d never know. I’m told anecdotally that 18,000 followers is significant. This screen shot was taken on January 21, two days prior to my last day of work. The account averages anywhere from 100-1000 new followers A DAY, depending on the day. Since 1/21 when this screenshot was taken to today 1/27 it picked up another 900 followers and counting.

You can also see how many posts I contributed — 361 as of two days prior. I added a few more after that, so let’s round it out to 365. A post a day for a year, if we were averaging over a year, but we aren’t. We’re averaging over 8 months. And if we want to get really technical and take out the weekend days and only account for workdays we average over 2 posts a day, nearly 3.

Could I have done more? Most assuredly, but given that I had an actual job to do (taking notes in the writers’ room and, you know, assisting) 2-3 posts a day is pretty damn good for keeping up our presence. Many of those posts were questions I answered from the ask box and I did minimal reblogging — one thing I would change is I would seek out more fan art and quality gifsets and fan videos to reblog in the future.

18,000 accounts followed this one from the time the tumblr was created in June (it was not created on day one, but something I came to a few weeks after I started on the job) until now. Granted, it’s a tiny fraction of the fanbase, but let’s look at Tumblr’s stats on who that fanbase is:

According to an article published by Forbes on 9/27/13 Tumblr users are “a young, bright and tech-savvy group of international users who seek what might seem counterintuitive: Genuine online connection bolstered, not hindered, by anonymity.” Further:

The site has many of the social media trappings you would recognize: comment threads, up-votes, emoticons. But the nature of the language and iconography is decidedly gentler and the premise is unified around one key thing: support for people hurting.

According to Business Insider of 12/13 here are some demographic stats about Tumblr, including our first chart!

Teen Social Network Usage

Teen Social Network Usage

It’s a little blurry because I couldn’t save off the hi-res image that’s on their site (click the link above for a slightly better picture) but I’ll interpret for you:

Teens use tumblr more and for longer than they use Twitter, Facebook or Instagram.

So, if you are looking to reach an audience and that is your prime demographic for your show, Twitter isn’t necessarily the best vehicle. In fact, I saw many of our twitter followers actually tweet that they only got a twitter account to follow other accounts related to their favorite shows. Otherwise, they wouldn’t be there at all!

Now does that mean I’m saying you should get rid of twitter accounts… not at all! Here are a couple of stats from the article:

Tumblr is strong with teens and young adults interested in self-expression, but only 8% of U.S. Internet users with incomes above $75,000 use Tumblr.

Twitter has a surprisingly young user population for a large social network — 27% of 18 to 29-year-olds in the U.S. use Twitter, compared to only 16% of people in their thirties and forties.

Instagram is very female-oriented. Sixty-eight percent of Instagram’s users are women.

I highly recommend you check out that link to BI if you are a total data junkie because the charts and graphs they have on this… just heaven. Sadly, it’s only a two-week free trial to access the graphs, but TOTALLY WORTH IT.

We’ll get to the Instagram and Twitter stats in another post. One of the primary metrics of Tumblr is the reblogs and likes. It’s easy to like a post and super easy to reblog it. Creating content that gets reblogged is key.

Our most reblogged post was a “Script to Screen” from Episode 5 of Season 2 of the infamous “#Bellarke Hug” — it currently has 1,984 notes. Without a point of reference it seems meaningless. Look, we didn’t do Taylor Swift blog post reblog/notes numbers — And we see posts all the time with hundreds of thousands of notes, so just under 2k on one post, isn’t that great. But beyond the number is the conversation it generated in OTHER blog posts. Unfortunately, that’s not a quantifiable number, and we’ll have to save the anecdotal evidence for a later post.

If I could produce a chart for our Tumblr follower trends, it would look a little something like this:

tumblr followers

The numbers here are approximate for each month, save two milestones which were called out in posts. On December 4th, we hit 10, 775 followers. On January 21, we hit 18,000 followers and that number continues to grow without me managing it at all.

There were two huge spikes of followers, first in October/November when the season premiere aired on October 22 and also at the end of December. Over the Christmas holiday break I actually watched as our follower numbers climbed and climbed over a 72 hour period — more than 4,000 new followers gained in that time frame alone. It was insane, and I still don’t understand what spurred the huge follower count in such a short span AND when we weren’t airing or publishing much content. One hypothesis was that young people were out of school and on tumblr passing time and found our feed and started following, but that is still a stunning amount for 3 days!

Again, we’re not here to draw conclusions (yet). These are just the numbers.

And there’s more to come: Twitter, Instagram and Vine.

Posted under analysis

This post was written by Shawna on January 27, 2015

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