This is the most liked picture ever on Instagram. It’s also the most expensive.
Selena Gomez is now pulling down more than half-a-million dollars for one social media post, according to figures calculated by measurement company D’Marie Analytics. In an interview with AdWeek, D’Marie noted that Gomez can fetch a cool $550,000 per post, provided that it hits Facebook, Instagram, and Twitter concurrently.
The valuation is astounding, and will probably increase following a massive success with Coca-Cola. Just recently, Coke tied with Gomez to create the most-liked Instagram post in history, with 4.7 million and counting. The pic, a relatively simple shot featuring Gomez sipping Coke through a classic bottle and candy-striped straw, was blasted on June 25th.
Amazingly, the $550,000 price tag is roughly $250,000 more than prices fetched by top Instagram celebrities in December of last year. At that point, D’Marie Group CEO Frank Spadafora estimated that high-wattage Instagrammers like Kendall Jenner, Cara Delevingne, and Gigi Hadid could fetch between $125,000 and $300,000 for similar, cross-platform posts. Further driving up the cost is the selectivity that Gomez and others apply to marketing tie-ins, a smart move considering the risk of audience burnout.
All of these deals involve lots of negotiation and prices can vary greatly, but currently, Gomez is estimated to be the top earner in this arena. “That is up to negotiations between her agents and the brands,” Spadafora relayed. “This [$550,000] valuation is based on D’Marie’s algorithm which measures 56 metrics including followers, post frequency, engagement, quality of post, click-thru and potential to create sales conversions from her social content.”
As of this week, Gomez boasts nearly 181 million followers across major social networking platforms, with roughly 200,000 new followers joining every 24 hours. That surge explains the increased prices for product placements, and it’s likely that Gomez can negotiate higher rates soon.
That’s what it costs, but it’s a high price to pay with no guaranteed return on investment. One post is equal to 15 people’s annual salary at the poverty line.
America! Fuck Yeah!
Coca-cola isn’t one of the biggest beverages in the world by accident. Their longtime philosophy has involved massive outlays for advertising, oftentimes this is difficult to properly analyze. Can you really track the effectiveness of a billboard on the side of the highway, or in the middle of a city? Coke is making the bet that this has equal (or more ) impact.
This isn’t a billboard. This is a trackable social post.
FYI – Coke gained popularity from adding addictive ingredients.
Since you like to give my shit away for free go get me $550 Million X 52 Quarters : Literati X ……………..
Musicmatch said it has exclusive deals with Internet Service Provider Earthlink and Dell, which promotes the service on its hardware devices. Of the Coke/Musicmatch deal: “This seems to be [exactly] what Apple is doing with Pepsi,” observed Phil Leigh, senior analyst, Inside Digital Media. “[That partnership] put the pressure on Coke to do something.” Leigh said that the terms of the deal are too vague to know what the companies’ strategies are, but he suspects it will be similar to Pepsi’s bottle cap promotion that gives away free downloads from Apple’s iTunes.