No wonder one social media post from Beyonce is worth $1 million in advertising
Beyoncé runs the world—as well as your cell phone screen.
The Queen Bey’s February birth announcement, where she revealed she was expecting twins Rumi and Sir, drew more likes on Instagram than any other post this year.
The pregnancy portrait by photographer Awol Erizku showcased the “Flawless” singer wrapped in an ethereal veil and kneeling before towering floral arrangement, with her baby bump on full display. It’s drawn more than 11.1 million likes and counting.
Some of the year’s other most popular Instagram pics include soccer star Cristiano Ronaldo’s hospital bed snap marking the birth of his fourth child, which also drew 11 million likes and counting. Selena Gomez’s moving hospital photo revealing that she’d had a kidney transplant with an organ donated by one of her best friends came in third with 10.3 million likes.
But Beyonce reigns supreme – a second birth announcement snap made Instagram’s top 10 with more than 10.2 million likes – which is why a plug from the “Lemonade” superstar on Facebook and Instagram now has the ad equivalent value of more than $1 million, according to a recent report from D’Marie Analytics, which tracks social media reach. Queen Bey is now the most valuable personality on social media, a feat that’s even more impressive when you consider that she’s only the 22nd most followed person online.
Last year, market research firm NPD crowned Rihanna as the most marketable celebrity, with Beyoncé close behind.
Mrs. Carter’s success is likely largely due to the authenticity she manages to convey to her fans. She rarely puts up posts that are overtly commercial, instead recently favoring pics of herself with daughter Blue Ivy Carter and informational pieces celebrating Black History Month. A recently unveiled image of her baby bump also overtook a Selena Gomez Coke ad to become the most-liked Instagram post of all time. “Her limited release of exclusive, curated content…causes such frenzy from her audience,” says Frank Spadafora, chief executive of D’Marie. “These days, less really is more.”
Beyoncé skyrocketed to the top of the charts follows two major life events this year: she played a prominent role in February’s Grammy Awards, while news of her pregnancy also won the Internet. In the last two months, she’s grown her social media following by almost 6 million to 177.5 million fans across Facebook, Twitter and Instagram. “She’s been more consistent about posting in the past two months than before,” Spadafora tells Moneyish. Meanwhile, her long dormant Twitter account still gains almost 2,000 followers daily. D’Marie based its ranking off 56 metrics including reach and engagement, and currently has Gomez just behind Beyoncé.
Among those that have ridden on Beyoncé’s coattails are Pepsi, which reportedly paid her $50 million in 2012 for endorsements that included a Andy Warhol-esque image featuring the singer alongside the iconic soft drink can. “Fifty Shades of Gray” also leaked its teaser two years ago via Bey’s Instagram.
This story was originally published in April 2017, and has been updated with Instagram’s top posts of 2017.
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