After a nine-week absence from the top 10 on the Social 50 chart, One Direction returns to the region, vaulting 14-8 after the debut of their video for "You & I" on April 18. The nine-week vacation from the region was the group's longest time away since they first breached the top 10 on Jan. 28, 2012.
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 as measured by music analytics company Next Big Sound.
One Direction's 101 percent increase in weekly video plays (in the week ending April 20) comes primarily from Vevo, where the act scored 34 million views to their channel. The boost in online conversation surrounding the video release is evidenced by the 37 percent rise in reactions across Twitter and Facebook for the week, which helped lead to the 4 percent rise in weekly fan acquisition.
Elsewhere on the chart, Calvin Harris moves 49-27 after his "Summer" video premiered on April 6. The track helps Harris accumulate 11.6 million plays worldwide to his Vevo channel during the week. His presence on Instagram has been bolstered by his back-to-back weekend performances during Coachella (April 13, 20). He earns a 61 percent increase in post-likes and a 60 percent increase in weekly fan acquisition on the platform.
Lastly, Ludacris receives a boost in online attention thanks to Instagram as he re-enters at No. 40. He spent the week traveling, documenting everything on the platform (which he also pushed to Facebook and Twitter). For the week, the posts helped increase his weekly post likes by 292 percent over the last frame. He collectively adds 263,000 fans (up 23 percent).
Recapping the top 10, Justin Bieber and Shakira remain at Nos. 1 and 2, respectively, while Miley Cyrus, amidst news of cancelled tour dates due to sickness, ascends 7-3. Cyrus' rise displaces Katy Perry, who moves 3-4 in a move that might be reversed next week as the official video for "Birthday" made its debut on April 24. Taylor Swift rises 8-5 while Ariana Grande slips 5-6. Eminem climbs 9-7 along with Pitbull (11-8). Romeo Santos returns to the top 10 (13-9) while Bruno Mars holds steady at the No. 10 position.