Welcome to Weekly Conversations, where each week we will dig into a hot topic dominating social conversations and explore what matters to major audiences and influencers, using our audience intelligence engine Kairos and our audience marketing platform audience.ai to instantly gather insights from billions of real-time data points.
Read on to find out what weíre talking about this week (hint: Goonies meets Stand By Me by another name is a sci-fi Netflix show).
Livin’ up to the Hype
Only a show that is simultaneously edgy, yet nostalgic would drum up more than 3 million posts in one week. Thatís right, weíre talking about Stranger Things on Netflix and the impact of its much anticipated season 2 release.
So, take a deep breath and bring your towel, weíre taking a trip to the Upside Down.
A year later, the binge-worthy sci-fi treat came out and stole the online conversation, for at least a week. Critics and fans alike hailed the new season as pretty close to perfect. Others expressed some concerns binge-ing a show flies through. However, the online conversations we analyzed showed that many were blown away by the more cinematic approach and the deeper character development the second season offered.
Of the 3 million posts, more than 400,000 of them were indexed by emotions, and we found that fans were equally loving and stressed by the storyline in the new season and the off-set gossip about the actors.
The posts that contained commentary spiking the emotion love, demonstrated just how much fans are emotionally involved with the storyline.
Fans shared how much they enjoyed the new relationships in the season, like the bond between Eleven, played by Millie Bobby Brown and Jim Hopper, played by David Harbour. They also talked about the roller coaster of emotions Winona Ryder’s character, Joyce Byers endures to save her son again.
However, it was clear that for as much as they loved the show, viewers were almost just as stressed. Even launching Winona Ryder beyond just meme phase and into a colloquial expression about stress:
Analyzing the posts, their conversations between stress and love vacillated more than the camera angles from reality to the upside down. Beyond concern for the characters within the storyline, fans latched onto the salacious story about Charlie Heaton, who plays Winona Ryder’s son in the show, being caught with cocaine, which inevitably caused a spike in conversation quantity and topic.
That’s crazy, but who are these fans?
Analyzing the posts, many of the conversations were written by women (61 percent) and were about skipping class to watch, or being too tired in class the next day because of a night full of bingeing.
So, we can infer that female students were the most interested in the show. More specifically, using audience.ai, we were able to nail down just which group of females were warming up some Eggos and plopping themselves in front of a streaming device.
We discovered that it was the Gen Z group who were the most engaged. In fact, they demonstrated an interest 2.44 times greater than the general consumer. The closest group following them were millennials, who demonstrated an affinity for the show, 1.36 times greater than the general consumer.
To discover more insights about the audiences engaging with the Stranger Things or on another topic, get in touch with Networked Insights, www.networkedinsights.com.
Using the analytics engine Kairos, Networked Insights discovered the specific brands, celebrities and conversation topics that dominated Halloween this year and last year. Most surprising, the holiday isn’t just for kids, women actually dominate within the social sphere. And perhaps unsurprisingly, political costumes remained in the top five.
Here’s what else Networked Insights found out:
Last year, women were 1.38 times more likely to talk about Halloween costumes than men. They also represented 58 percent of all conversations about the candy-coated holiday. However this year, women had just 55 percent of all conversations about Halloween while men had about 45 percent. That means women wrote more than 200,000 more Halloween-related posts than men this year.
And what were they talking about? Their makeup and the excitement about their costumes, specifically Cleopatra this year (and Harley Quinn last year).
The popularity for President Trump may be waning in reality, but it was winning during Halloween. Men, like last year, dressed up as The Don, moving President Trump from the second most popular costume in 2016, for men, to first place this year.
But the greatest upset from last year to this year was in candy.
From reigning champion in 2016 to the last place in 2017, Twix made the biggest move. Dropping to fifth most popular candy, by huge margins, Reese’s pulled to the top after being in second place last year. It is possible this upset is not directly related to a preference of peanut butter over caramel, but rather to a false rumor about the makers of Reese’s discontinuing the candy.
Finally, for kids, Elsa remains a common costume choice despite its 2013 release.
Check out the infographics for more:
To learn more about Networked Insights, check out: www.networkedinsights.com.