"Baby Yoda" is getting more social media interactions about it than any 2020 Democratic presidential candidate, according to a late November study.
According to data from Newswhip provided to Axios, the famous character from Disney+'s Star Wars series "The Mandalorian" is driving nearly twice as many average social media interactions on news stories pertaining to the character as any 2020 Democrat.
Axios stated that this data matters a lot and it should worry the 2020 race's late entrants: former New York City Mayor Michael Bloomberg and former Massachusetts Governor Deval Patrick. The data suggested that while both new candidates staked their runs on the idea that voters would "hungrily embrace" fresh faces to shake up the race, they're not exactly capturing the public's attention compared to Baby Yoda.
Here's the big picture that compares Baby Yoda's social media presence to the 2020 Democratic presidential candidates:
- The Star Wars character's introduction coincided with Bloomberg's and Patrick's bid announcements. Bloomberg officially jumped into the race over Thanksgiving weekend but spent weeks telegraphing his run, while Patrick entered on Nov. 14. Meanwhile, Baby Yoda made his official appearance during "The Mandalorian" premiere on Nov. 12.
- Both of the new candidates have had a significant number of articles written about them since Nov. 12. According to Axios, Bloomberg ranks second among the Democratic pack with 7,650 interactions while Patrick ranks fourth with 4,044.
- The media saturation doesn't necessarily translate to a reader's interest - with Baby Yoda in the mix of the 2020 Democrats, Bloomberg and Patrick ranked 14th and 16th, respectively, when it comes to average interactions (i.e. likes, comments, shares, etc.) per story about them. And, Baby Yoda has notched the average interaction rate 10 times higher than theirs.
In terms of raw interactions since Nov. 12, Baby Yoda's 2.28 million trail only the Democratic race's frontrunners: Joe Biden (8 million), Bernie Sanders (2.9 million) and Elizabeth Warren (2.53 million).
However, the rate of interactions is massive when you consider that the Star Wars character would only rank 10th in terms of the number of articles (1,368) written about it, according to Axios.
The data itself only captured interactions with news stories, so it didn't take in the plethora of Baby Yoda memes, GIFs and content native to social media, which could mean that it has a much wider reach than the 2020 Democrats, according to AXIOS.
In late November, CNN compiled a list of the most popular Baby Yoda memes, calling it "the cutest character to probably ever grace our collective TV screens." Because of its pop-culture impact, many people freaked out earlier this week when the digital photo database GIPHY removed GIFs of Baby Yoda because of copyright speculations and confusion; and fortunately for many meme enthusiasts, the animated photos shortly returned.