It’s July 22, so what day is it? As in day of national celebration?
Well, it is National Hammock Day. It truly is. But the clue is in the picture: it’s also Selena Gomez’s birthday, and since celebrities have no privacy, it’s no secret she’s just turned 27. No secret, but somewhat disturbing for those of us who remember her popping up as a 15 year old on “Hannah Montana.”
But if there’s any reason for marketers to celebrate her birthday, other than mere sentimentality, it’s her pathfinding role as a celebrity influencer. And not just her success but her durability. Sure, she may not be the most followed female celebrity on Instagram any more — Ariana Grande recently overtook her — but she’s held top spot for a while, and her audience still towers over Taylor Swift’s, Kim Kardashian’s, and even Beyoncé’s. (Some guy soccer player called Ronaldo has them all beat.)
But the thing is, Gomez hasn’t really been all that busy lately, or even for some time. Grande had a number one, Grammy winning album in 2018, and an even bigger number one album this year. She tours, she appears on TV, she has a front-page personal life. Gomez, meanwhile, has not released an album since 2015, has not toured in three years, and her recent movie work has consisted mainly of voice-overs for animated features. Her private life post-Bieber has rarely hit the headlines. And the context for this relative inactivity is several years of serious illness, culminating in a kidney transplant.
Yet fans and brands still love her. 153 million fans on Instagram, 58 million on Twitter. As for her commercial profile, the going rate for a Gomez Instagram post is reportedly $800,000, up from $550,000 four years ago. She has some 1,500 posts, and if they were all sponsored she’d be an Insta billionaire. Sponsors have included Coca-Cola, Pantene, Adidas, Puma, and Coach.
Some believe the price of Selena’s imprimatur is likely to double in the coming year.
The question, “What is she famous for?” just seems outdated. She’s famous for being liked; well liked, through the ups and downs, the splashy romances, and her spells of illness and reclusiveness. Who knew being likeable would have such cash value?
Happy birthday, Selena.
