Variety is a weekly entertainment publication on movies, television, theater, music and technology. It was founded in 1905 and its headquarter is in Los Angeles, California.
(the cover of Variety’s latest issue)
One of its strongest competitors is The Hollywood Reporter (THR), founded in 1930 and also based in LA. These are two leading US media organizations in the motion picture and entertainment industry. Thus, the analysis intends to compare their social media platforms, especially their Facebook and Twitter.
(the covers of Hollywood Reporter’s latest issue)
|Twitter (Up to May 1)||Variety||The Hollywood Reporter|
|Amount of followers||1,331,160||1,956,813|
|Average amount of followers of twitter followers||2,026||759|
|Amount of posts||131,846||201,615|
|Posts per day||48||74|
Basically, Variety and THR launched their Twitter accounts at the similar time, but the latter has more tweets and 0.6 million followers more than the former. However, Variety’s followers tend to have much more followers than those of THR. It means that generally Variety’s followers are more influential than THR’s, since Variety was originally written for entertainment executives.
Then, their newest 5000 Twitter followers will be analyzed and compared.
(Left-Variety, Right-THR: the amount of followers of the followers)
(Left-Variety, Right-THR: followers’ recencies)
Variety has higher proportion of audience who has been active in the last 24 hours, and lower who hasn’t been active for more than one year.
(Top keywords – Variety)
(Top keywords – THR)
From the bar charts and the word clouds, it can be seen that Variety and THR’s audiences are interested in similar words. It is easy to understand since both of these two media focus on the same industry and share many similarities.
(Variety and THR’s homepages on May 2)
In terms of the location, both media’s followers are concentrated in the United States, especially cross the eastern and western areas. Europe is another center. Besides, THR has more audience in India than Variety.
There are about 1 million users who have liked Variety’s Facebook page and 1.78 million for THR’s page.
During April 14 to 28, the number of THR’s posts are two times more than Variety, and its total engagement is about three times of Variety’s. Variety has two types of posts, including link and video, while THR has the third type – photo. Generally, link can gain more engagement than other types.
(During 14/4 – 28/4)
|Variety||The Hollywood Reporter|
|Posts per day||22||48|
|Total engagement by type||158,199||3,156||378,609||1,540||85,768|
|Most engaging post||Prince’s “Purple Rain” is coming back to theaters||“Remembering Prince: A look back at the icon’s life in music and on film.”|
|Type & Date||Link 22/4||Video 22/4|
THR’s traffic peak hour lays on Friday’s noon, while Variety’s on 1 pm on Saturday and 5 pm on Thursday. Besides, the latter has other lower peaks, such as 8 pm on Saturday and 8 am on Saturday.
Variety and The Hollywood Reporter have been competing to be the primary guide for the Hollywood entertainment biz. According to SimilarWeb, in spite of longer history, the ranking of Variety.com is declining compared to Hollywoodreporter.com.
Faced with the situation, Variety needs to figure out how to improve itself and tries to win in the battle.