The Social 50 is powered by data tracked by music analytics company Next Big Sound and ranks the most popular artists on Facebook, Twitter, Instagram, YouTube, Wikipedia, Instagram and Tumblr. The chart's methodology blends weekly additions of friends/fans/followers along with artist page views and engagement. The chart’s latest tracking week ended May 11.
Payne’s debut single, “Strip That Down,” was released Friday (May 19), and he announced the single by way of clips on Instagram and Twitter, which in turn helped fuel social buzz that pushes him back onto the Social 50.
Payne returns to the top 20 of the chart for the first time since Jan. 14, when he ranked at No. 10. Overall, in the week ending May 11, he racked up 5.7 million Instagram reactions and 235,000 Twitter reactions, up 180 and 151 percent respectively, according to Next Big Sound.
Meanwhile, Miley Cyrus breaks into the top 10 thanks to excitement and promotion around her new song “Malibu,” which was released May 11. Cyrus shoots 17-4 with 13.3 million Instagram reactions, as well as 139,000 new subscribers on YouTube.
Why so many Instagram reactions? Cyrus posted a lengthy message to her Instagram account on May 6 addressing her Billboard cover story that went online May 4. In the piece, she said hip-hop had become “too much ‘Lamborghini, got my Rolex, got a girl on my cock.’”
In her Instagram post, she wrote, “When articles are read it isn't always considered that for hours I've spoken with a journalist about my life, where my heart is, my perspective at that time and the next step in my career. Unfortunately only a portion of that interview makes it to print, and a lot of the time publications like to focus on the most sensationalized part of the conversation. So, to be clear I respect ALL artists who speak their truth and appreciate ALL genres of music.”
Also within the top 10, Demi Lovato rises 18-9, having announced her activewear collection for Fabletics. As part of the announcement, Lovato increases 203 percent in Instagram reactions to 8 million, a 5.3 million leap over the previous week.