After 91 nonconsecutive weeks on the Billboard Social 50, Shawn Mendes rides the wave of tour buzz and a new song to No. 1 on the chart dated Oct. 1, his first time topping the chart. He is just the 18th act to reach No. 1 in the nearly six-year history of the chart.
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, Tumblr and Vine. The chart's methodology blends weekly additions of friends/fans/followers along with artist page views and engagement.
Mendes rises 2-1, doing so with a significant boost in Instagram reactions - 5.4 million in the tracking week (ending Sept. 18), a bump of 109 percent or 2.8 million reactions, according to Next Big Sound.
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The reasons for Mendes' first Social 50 No. 1 can be whittled down to three chief reasons: promotion of his upcoming world tour, his album Illuminate (due out Sept. 23), and the set's new song "Don't Be a Fool."
Mendes announced the tour on Sept. 7, and its tickets for select dates became available through a pre-sale offer on Sept. 13. Further shows went on sale on Sept. 16, 17 and 18. In turn, the singer/songwriter promoted the tour with multiple Instagram posts that corresponded to the specific cities and dates that had become available.
Then, Mendes advanced yet another song from his upcoming album Illuminate, with "Don't Be a Fool" dropping Sept. 15 for those who preordered the album. Mendes teased the release multiple times between Sept. 14 and 15, with four Instagram posts in all - one video in particular having snagged 429,000 global views through Sept. 20.
Shawn Mendes Announces New Album 'Illuminate'
The album Illuminate got its share of promo as well, with Mendes ringing in Sept. 16 by noting that the day marked just one week until the record's release on Sept. 23, beginning a daily countdown on Instagram that reminded fans how many days were left while teasing more new music from the album's 12-song track list.
Mendes also saw bumps on Vine - the social media service on which he initially rose to prominence - with a 165 percent gain in reactions (30,000 in all), again aided by posts (six seconds long this time, of course) promoting the tour and new album.
Mendes' Illuminate is the artist's second full-length album, following last year's Handwritten, which debuted at No. 1 on the Billboard 200 (chart dated May 2, 2015) with 119,000 equivalent album units, 106,000 of which were pure album sales. Concurrently on the Oct. 1-dated Billboard Hot 100 chart, the album's lead single "Treat You Better" returns to the top 10, jumping 13-8 after previously peaking at No. 8 on the Sept. 17-dated chart.