Disney star, chart-topping singer, award-winning actress, producer, cooking show host, mental health advocate, beauty mogul, philanthropist: no wonder Selena Gomez is the most-followed woman on Instagram, with over 422 million followers.
And lately, she’s been on a tear. Her starring role in quirky mob film Emilia Pérez has already earned her a Golden Globe nomination, with a potential Oscars nomination to follow. And amid the awards season buzz, last month, Gomez announced her engagement to music producer Benny Blanco. Announced on Instagram with a photo of a pavé-set marquise-cut diamond ring (a subtle nod to her song ‘Good For You’, in which Gomez describes herself as a “marquise diamond”), it quickly became one of her most-liked Instagram posts, amassing 23.2 million likes. Best friend and global pop star Taylor Swift’s “Yes, I will be the flower girl” comment added another layer of excitement, garnering over two million likes on its own.
The announcement has become one of the most visible high-profile celebrity engagements, generating $30 million in earned media value (EMV), according to influencer intelligence firm Lefty. EMV is the advertising spend that generates an equivalent number of impressions to those gained from social media posts. For context, Justin and Hailey Bieber’s 2018 engagement generated $14 million in EMV, while Zendaya and Tom Holland’s recent announcement generated $11 million.
This engagement frenzy is a testament to Gomez’s star power. And as she attends further award shows and plans her own special day, 2025 presents a fresh opportunity for fashion brands to build resonance with one of the most committed fan bases on the internet.
Relatable and resilient
You might question why Gomez, above all others, has built such a following. But experts agree that despite the accolades and the mega-fandom, Gomez’s decades-long career (note: she’s only 32) has been defined by relatability and resilience, making her a trusted figure for Gen Z.
“Gen Z essentially grew up alongside her,” says Tori D’Amico, managing content editor at Gen Z and millennial market research agency YPulse. “In that time, they saw her struggle with both her physical and mental health and be open about it,” she continues. Gomez was diagnosed with lupus in 2013, a chronic autoimmune disease, as discussed in her My Mind & Me documentary, which also unpacks her bipolar disorder. “[Fans] also saw [relatable] relationship dramas and friendship dramas, which made her lifestyle and success seem attainable in some capacity.”
