Beyonce’s Instagram Posts Are Worth $1 Million Each

Beyoncé runs the world — as well as your cellphone screen.

A plug from the “Lemonade” superstar on Facebook and Instagram now has the ad equivalent value of more than $1 million, according to a new report from D’Marie Analytics, which tracks social media reach. Queen Bey is now the most valuable personality on social media, a feat that’s even more impressive when you consider that she’s only the 22nd most followed person online.

Last year, market research firm NPD crowned Rihanna as the most marketable celebrity, with Beyoncé close behind.

Beyoncé’s success is likely largely due to the authenticity she manages to convey to her fans. She rarely puts up posts that are overtly commercial, instead recently favoring pics of herself with daughter Blue Ivy Carter and informational pieces celebrating Black History Month. A recently unveiled image of her baby bump also overtook a Selena Gomez Coke ad to become the most-liked Instagram post of all time. “Her limited release of exclusive, curated content…causes such frenzy from her audience,” says Frank Spadafora, chief executive of D’Marie. “These days, less really is more.”

Beyoncé skyrocketed to the top of the charts follows two major life events this year: she played a prominent role in February’s Grammy Awards, while news of her pregnancy also won the Internet. In the last two months, she’s grown her social media following by almost 6 million to 177.5 million fans across Facebook, Twitter and Instagram. “She’s been more consistent about posting in the past two months than before,” Spadafora tells Moneyish. Meanwhile, her long-dormant Twitter account still gains almost 2,000 followers daily. D’Marie based its ranking off 56 metrics including reach and engagement, and currently has Gomez just behind Beyoncé.

Among those that have ridden on Beyoncé’s coattails are Pepsi, which reportedly paid her $50 million in 2012 for endorsements that included a Andy Warhol-esque image featuring the singer alongside the iconic soft drink can. “Fifty Shades of Gray” also leaked its teaser two years ago via Bey’s Instagram.

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