Above: Screenshot of our analytics around the hashtag #GoTSeason4 on Instagram, specifically for the day of April 6th.
Instagram is mainly thought of as a platform for sharing personal photos and videos, but mixed in with that content are some pop culture posts that let an account share what shows, musicians, and more they’re into, too. Users also create completely fan-centric accounts, exclusively sharing content related to a particular show or celebrity— like this image from gameofthronesnotofficial.
With its 24.4k likes and 915 comments, it is just one image that makes up a larger conversation from the Game of Thrones fandom on Instagram about #GoTSeason4: 2.9k posts from 1.8k publishers have been made since the fourth season’s premiere on April 6th, reaching 1.4 million unique accounts.
The top posts reflect the sentiment of the conversation and most are riffs on moments from the show: they share reaction images, gently make fun of recasts, or simply share their own reminders about the season premiere or other big events.
These fan accounts show how much fans just want to create more space to talk about the things they love, right alongside official accounts; updates from both appear in followers’ feeds alongside updates from their friends and family in a way that is unique from any other platform.
If a brand doesn’t have an official presence on Instagram, they should look at the conversation that already exists and figure out what they can bring to it without making those already in the space feel like they’re being invaded (we’ll have a lot more on this soon!).
Fans just want to spread the message to Keep Calm and Watch Game of Thrones, after all.