The pop star's embrace of Instagram video during the charting week helped propel him back to the top spot.
Despite One Direction's full week full of activity, the act is unable to stay atop the Social 50 for a second week in a row. They slide in the rankings (1-6), allowing Justin Bieber to rise (2-1) to reclaim the Social 50 throne.
The Social 50 ranks the most popular artists on YouTube, Vevo, Facebook, Twitter, SoundCloud, Wikipedia, Myspace and Instagram. The chart's methodology blends weekly additions of friends/fans/followers along with artist page views, song plays and reactions.
One Direction's busy week included the June 25 premiere of the full-length trailer for its upcoming film, "This Is Us." The trailer also boasted the first taste of 1D's new single, "Best Song Ever." Despite how the VEVO trailer earned 4.4 million global views, the group still tumbles down the tally.
While the trailer did contribute to a 52% increase in overall plays for the week, One Direction’s weekly rate of fan acquisition dropped by 78%. At the same time, Justin Bieber added 1 million new fans overall, a 6% rise compared to the previous week.
Instagram released its new video sharing feature during the charting week, and with it, the “Justin Bieber video selfie” was born. The star utilized the service during the week to great impact, helping him experience a 67% increase in overall fan acquisition on Instagram (236,000 new followers added on the platform).
Meanwhile, the June 30 BET Awards featured a performance by Justin Timberlake (along with Pharrell Williams, Charlie Wilson and more) which helped boost him 10-5 in the Social 50 ranking. Timberlake climbs while adding 675,000 overall fans across Twitter, Facebook and Instagram.
Jennifer Lopez also returns to the chart’s top 10, rising 11-7 as she passes over 20 million followers on Twitter during the week, an achievement she celebrated by tweeting “20 million beautiful and incredible Twitter followers who know how to #LiveItUp!! Thank you!!!!! #Blessed #BestFansEver #20millionJLOVE!RS” (sic).
Ariana Grande, who was announced as the August cover star of Seventeen magazine during the charting week, climbs 27-18 in the rankings with a 31% increase in weekly fan acquisition, adding 533,000 followers to her overall fan base. Her videos on YouTube and VEVO continue to receive traction as well, with 7.7 million plays earned during the week (a 12% lift over the previous).
Last, Miley Cyrus experiences a dip in activity in the week following the initial surge of views to her “We Can’t Stop” video. She tumbles (9-17) from the top 10 leader board after experiencing a 15% drop in Facebook fan acquisition for the week.
As for the rest of the top 10, Taylor Swift rises (3-2) along with Rihanna (4-3) and Beyonce (5-4). Bruno Mars loses standing (6-8), as does Eminem (8-9), while P!nk jumps back into the top 10 (13-10).