What's Happening?
The 23rd season of 'Actors on Actors,' a collaborative video series by Variety and CNN, has set a new record for social media engagement during the Oscars season. The series, which features actors discussing their roles and the awards season, garnered 247 million views across platforms like TikTok, Instagram, Facebook, and X. This marks a significant increase from the previous year's viewership. The social media campaign was spearheaded by Variety's team, including Antonio Ferme and Harper Mays, with support from Online Managing Editor Zack Sharf. The series continues to be a major franchise in magazine journalism, according to Ramin Setoodeh, co-president and co-editor-in-chief of Variety.
Why It's Important?
The success of 'Actors on Actors' highlights the growing
influence of social media in promoting entertainment content and engaging audiences. The record-breaking viewership underscores the importance of digital platforms in reaching global audiences and enhancing the visibility of film and television projects during awards season. This trend reflects a shift in how media companies leverage social media to expand their reach and influence, potentially impacting how future campaigns are structured. The collaboration with CNN also suggests a strategic partnership that could lead to further innovations in content distribution and audience engagement.
