(gif source: x)
The Fault in Our Stars (TFIOS) on Tumblr
Ahead of the New York Times bestselling YA novel-turned-movie’s June 6th premiere, we wanted to take a look at the conversation around it on Tumblr. You might not be surprised to learn that it’s huge.
In the past month on Tumblr, 118.4k posts were made about TFIOS by a community of 3 million Tumblr users, earning 9.5 million notes. That’s an average of 80 notes per post, similar to the most highly engaged fandom we’ve looked at on Tumblr so far: Sherlock.
The majority of the most popular posts are gifs capturing moments from the movie that we’ve seen so far in the trailers and clips (including the ones at the top of this post), but some are also gifs from press interviews with the cast and with the author of the book, John Green (fishingboatproceeds).
Fandom isn’t fandom without feelings, however, and the two most popular posts of all reflect this: A fan-edited photo from the set that “looks real” and a gif set meant to rip your heart out just as reading the book did for many fans.
The deep emotional ties that fans have to this book and to these characters is reflected in their conversation around the movie- entire blogs devoted to making gifs of one character, for example- and the presence and approach of advertising this movie on Tumblr has respected that. It’s a great example of going where your audience is, listening to how they speak in that space, and respectfully becoming a part of the conversation.