Social media’s power as a brand-building tool is indisputable–especially in the music industry. According to SponsorUnited’s latest data, 29 recording artists have at least 100 million followers across TikTok, Instagram, Twitter, and Facebook–accounting for a whopping 6.2 billion cumulative follows.
Selena Gomez tops the list with nearly 525 million followers. Despite her staggering fan base, her 6 endorsement deals pale in comparison to Snoop Dogg (160+ million followers), whose singular charisma has helped him ink 17 partnerships. He starred in Super Bowl commercials for BIC and Pepsi last February, while his February 23rd Instagram post with another partner, Crooks & Castles Clothing, engaged 1.2 million followers–topping his long list of branded social posts.
Katy Perry cracks the top-five in both social followers and endorsement deals. Sixteen brands have leveraged Perry’s social media following over the last 12 months, totaling more than 100 posts, while her total engagement is an impressive 17.8 million, with an average 1.1 million followers per brand. Her January 2nd Instagram post with Resorts World Las Vegas netted 890K engagements, her highest-ever tally on the channel.
Latin music artist J Balvin takes the third spot on the endorsement list behind Perry, with 15 deals and a social following of 110 million. His customized-shoe partnership with Jordan Brand spurred a huge pop on his social media page with an engagement of over 1.5 million–more than 10% of his total engagement across 46 posts. Fortnite is Balvin’s most-promoted brand on social media by number of posts: his 10 with the online game have a total engagement of 3.5 million.