People really like talking about Calvin Harris in his underwear.
The superstar DJ/singer/producer shared images from his new Emporio Armani Underwear campaign through his Instagram account on Feb. 17, and the photo split has generated more than 15,000 comments as of the morning of Feb. 18. It is Harris’ most talked-about Instagram post by far, and has also collected over 112,000 likes.
Harris has posted 1,276 images to his Instagram account since joining in 2012. Depending on their content, his photos can receive fewer than a hundred comments to a couple thousand notes. For example, a recent photo of him and Zedd garnered a little over 1,500 comments, while a screen shot of an Elton John video has logged just 60 comments.
(To compare, the most followed personality on Instagram — Beyonce — has seen eight of her postings made in February sail past the 15,000-comments mark. Beyonce, however, has 26.6 million followers, while Harris has 1.8 million.)
The new chatter about Harris’ Armani images spurred a 1,976 percent daily gain in comments to his account on Feb. 17, according to Next Big Sound. He also notched a 211 percent gain in new followers and a 179 percent jump in likes.
Outside of Instagram, Harris’ social metrics were also, unsurprisingly, on the rise. On Feb. 17, he earned a 27 percent boost in Facebook likes and a 16 percent jump in new Twitter followers. He also notched a 139 percent jump in Twitter mentions (according to Topsy).
All of this social buzz could boost Harris to a re-entry on next week’s Social 50 chart (for data collected in the week ending Feb. 22). The Social 50 chart 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.
— Additional reporting by William Gruger