Her days as a wizard of Waverly Place may be over, but Selena Gomez continues to make magic in her career. With 141.5 million followers and counting on Instagram — more than any other account — a single post can generate millions.
As the face of Puma’s new campaign, the actress-turned-singer has taken to Instagram to promote the activewear brand. One recent post garnered about 7 million likes, which is larger than the population of 38 U.S. states, according to BroBilble.
Gomez has about 18 times more followers than Puma. “In dollars, that means some of Selena’s posts equated to nearly $3.5 million in Media Impact Value per post, whereas Puma’s best-performing one only reached $195K,” says Alison Bringé, chief marketing officer of Footwear News.
Her influence is so strong that when her Phenom Lux collection with Puma was released, it sold out almost instantly. Gomez is putting her profits to good use, though, with part of the proceeds going to the Alliance for Lupus Research, an organization that hits close to home for the former Disney star.
Puma has also been endorsed by other A-list celebrities, including Rihanna, Kylie Jenner and Gomez’s ex, The Weeknd. While Gomez has done a tremendous job promoting Puma’s products, none has surpassed Rihanna’s Fenty x Puma collection, which increased the brand’s net income by almost a hundred percent in 2017, according to Page Six.
Gomez has a new collaboration with Coach on the way, which has also been promoted on her Instagram account, with one recent post gaining over 6 million likes. We’re willing to bet Coach x Selena will also be ready-to-wear gold.