People went “crazy” over the season seven premiere of HBO’s Game of Thrones. 

Or so they say.

Crazy” accounted for 8.9 percent of all emotional reactions (ERs) during the first episode, and “crazy” ERs spiked during singer Ed Sheeran’s cameo, driving 4.8 percent of all ERs.

What are ERs, and why does any of this matter? Well, if you were the producer of Game of Thrones, you looked at this data to evaluate how the show resonated and determined what to promote across social media over the following days.

The power of emotions, as a way to better connect with audiences and create fans, is the big bet of Canvs, a New York-based tech company that works with 90 percent of the TV networks in America—including HBO.

Just recently, Canvs added Instagram to its platform, which analyzes reactions and posts on Facebook, Twitter, and YouTube in real-time for particular TV shows and online video series, tracking and visualizing the conversation at every second:

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