The latest chart's tracking week (Aug. 24-30) began with the release of the music video for the Kanye West-produced track “Tell Your Friends” and culminated in a flaming performance at the 2015 MTV Video Music Awards (Aug. 30).
In the days leading up to the release of his album Beauty Behind the Madness on Aug. 28 -- set to notch The Weeknd (Abel Tesfaye) his first No. 1 on the Billboard 200 -- the star utilized various social platforms to promote the release. He sees the biggest rise in Instagram reactions, gathering 5.4 million hearts and comments, a 234 percent increase, and also adds 103,000 fans on the platform, where he has over 2.6 million followers, according to Next Big Sound. After appearing on the cover of Billboard (dated Sept. 5), he shared the snap on Instagram to 206,000 likes, along with four other pictures from the cover shoot.
Billboard Cover: The Weeknd on Why 'No One Can Stop Me But Myself'
The Weeknd also shared two social activations for release week on Instagram. First, a promotion with car service Uber that gave “15 lucky Uber users” in Toronto a ride to and VIP ticket for his concert at Mod Club on Aug. 25, the same venue where he performed his first show as The Weeknd in 2011. He noted the importance of the show in an Instagram post: “I can't explain the feeling. The first time I ever exposed my face to my fans in 2011. MOD CLUB will live forever in my heart...”
The show was also captured in a live Snapchat story, which The Weeknd shared a screenshot of in another Instagram post and tweeted, “Thank you @Snapchat!! Tonight will go down in history!!!” The star also received an increase in Twitter reactions for the week, garnering 351,000 retweets.
Elsewhere on the Social 50, Fifth Harmony continues to leap up the chart. After breaking the top 10 for the first time on the Sept. 5-dated chart, the group reaches a new high (climbing 10-4) with a 61 percent boost in overall social chart points. Their fans -- a.k.a. Harmonizers -- rallied to vote for the group’s song "Worth It" as the Song of the Summer at the VMAs by sharing the #WorthItVMA hashtag. Although they were beat out by 5 Seconds of Summer in the fan-voted category, 5H added more than 1.4 million Twitter mentions, a 53 percent increase from the previous week. Only Justin Bieber (No. 1), 5SOS (No. 2) and Taylor Swift (No. 3) outrank the girl group on this week’s tally.