On July 23, One Direction celebrated seven years as a group, dating back to its 2010 formation on the U.K. version of The X Factor. Using the hashtag #7YearsofOneDirection, Louis Tomlinson and Liam Payne wrote messages on Twitter that day thanking fans for their support.
“Wow! We've been on an incredible journey,” wrote Payne on Twitter. “Special thanks to all of our fans for being there ? you inspire me everyday.”
Added Tomlinson: “wow where has the time gone ! All the love to the lads and of course you fans ! Thanks for sticking around :)”
Though they didn’t use the hashtag, Niall Horan and Harry Styles also participated with their own retrospective tweets.
“7 years,” Horan wrote a day later on July 24. “Wowwww! Thank you all for everything. You are all life changers.”
Meanwhile, Styles took a more creative approach, posting seven thank-yous on his Twitter.
Absent from the proceedings: Zayn, who left the group in March 2015.
All four current members rise on the Social 50 as a result, led by Tomlinson, who cracks the top 10, jumping 11-6 with an 80 percent bump in mentions across all social media platforms (including a 146 percent boost in Twitter reactions), according to Next Big Sound – something that can also be attributed to his new song, “Back to You,” which premiered during the tracking week on July 21. Payne followed (17-13, a 124 percent gain in Twitter reactions), followed by Styles (24-18, up 197 percent in Twitter reactions) and Horan (28-22, with Twitter reactions up 134 percent).
As for Zayn, he falls 26-34.
Even One Direction itself as a social media entity made gains below the chart (though it didn’t crack the top 50 and has not since the chart dated Feb. 4), earning a boosts on all platforms despite not actually posting to any of them during the tracking week.