One Direction returns to No. 1 on the Social 50 for the first time since December, thanks to the release of a teaser for its upcoming documentary film "This Is Us."
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.
During the charting week ending June 23, the group released a sneak peek teaser for the movie’s full-length trailer on its Vevo channel, which gained more than 836,000 views. (It contributed to the more than 15 million received by One Direction in total for the week, a 73% increase.) The actual trailer itself made its debut on June 25 and has a chance of helping the act remain in the No. 1 position next week. The teaser premiere ushered in a wave of online buzz as well, giving One Direction a 9% increase in weekly Twitter follower acquisition (148,000 new followers added).
Meanwhile, Kanye West re-enters the Social 50 chart at No. 41 for the first time since the week of April 7, 2012, in the wake of the release of his sixth solo album, “Yeezus.” West doesn’t have an official Facebook page, so the re-entry comes with a 29% increase in plays to his Vevo channel and a 38% lift in visits to his Wikipedia page. He also obtains 45,000 new Twitter followers, a platform where he is notoriously known for his infrequent and often cryptic messages.
Back up in the top 10, One Direction pushes Justin Bieber from the top slot down to No. 2, while Taylor Swift also slides down 2-3. Rihanna also falls 3-4, while Beyonce climbs 6-5 and Bruno Mars dips 4-6. Pitbull descends two slots to No. 7, Eminem is a non-mover at No. 8 and Miley Cyrus flies 32-9 following the debut of her "We Can't Stop" music video. Closing out the top 10 is Justin Timberlake, returning to the top 10 with a one-rung rise to No. 10.