Warner Bros. released two mega blockbuster movies in the past month, Godzilla and Edge of Tomorrow. The hashtags for each movie – shockingly, #Godzilla and #EdgeofTomorrow – were robustly used by Warner Bros. itself and watchers/fans of the films.
To highlight the importance of measurement on hashtag campaigns – and out of curiosity as to whether Twitter mentions reflect ticket purchases – I ran Twitter Activity Reports on both movie hashtags for the 5 days previous to their premiere dates, the premiere date itself, and the 5 days following the premiere dates.
My hope was that this would provide a panoramic sense of anticipation, premiere day excitement, and reaction to the films – and give you a fine template for comparing two of your own campaigns, measuring them against one another, and planning your next one. Here’s what I found.
#Godzilla owes a lot to…Justin Bieber?
Justin Bieber drove a substantial amount of engagement for #Godzilla with his Twitter post (pictured above) linking to this Instagram post:
His Tweet received 40,578 Retweets and 139,660,533 Potential Impressions, since he has a whopping 52.5 million followers.
In fact, #Godzilla’s most successful day came on the day of Bieber’s Tweet, May 11, owing largely to the beloved pop star.
Lesson: If you’re interested in driving awareness of your product or event and not so focused on in-depth engagement with the Twitterverse, lining up a Twitter user with tons of active followers to promote it in a way that seems organic, even if it isn’t (Hey! J.Biebs just kickin’ it, watching a movie with his friends! It’s so good!) can drive a ton of Retweets that put your brand top-of-mind.
Not A Lot Of Replies.
Neither #Godzilla (see chart above) or #EdgeofTomorrow were mentioned in a ton of replies:
#Godzilla only received 11,300 (a tiny number compared to the 143,200 Mentions it got during this time period and 221,700 Retweets). #EdgeofTomorrow received 3,303.
Lesson: If you do want a deeper level of engagement with folks, enlist your social media team to reply to mentions of the movie, and always use the hashtag to track your progress and response rate.
Choose Metrics, Minus Spam.
Spammers were the majority of Most Active Users By Number Of Posts for both #EdgeOfTomorrow,
and for #Godzilla:
Big brands, especially in the entertainment industry, are going to see a lot of this. That means that this metric – traditionally a great way to measure who to target/get in touch with during an ongoing campaign or in future, similar campaigns -becomes unreliable.
Lesson: A better guidepost for who you should be paying attention to is Top Users By Number Of Followers.
Paying attention to this metric can help with both gaining potential impressions and avoiding wasting your time on hashtag-happy spammers.
How Do Tracking Your Hashtags Make You Campaign Better?
What do you learn by comparing various hashtags side-by-side? Are hashtags even important to how you track social media success on Twitter? Let me know in the comments below!