Billie Eilish may have just pioneered an incredibly effective social media growth tactic with one simple move on Instagram.
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According to CrowdTangle, the 22-year-old pop star gained 7 million new followers in just a two-day span. The spike comes after Eilish added all 100-million-plus followers to her “Close Friends” Story, where she’s been posting cryptic teasers for her upcoming third studio album this week.
The data tracking company found that, between Wednesday (April 3) and Thursday (April 4), 3.17 million people pressed “Follow” on the “What Was I Made For?” singer’s account in order to join her exclusive Story-viewing pool. Between Thursday and Friday (April 5), 3.9 million more users tagged along.
In total, Eilish saw a growth of 6.4% on the platform.
The posts the singer has been sharing on her Close Friends outlet have included fuzzy fragments of artwork, most of them awash in blue hues. The aesthetic of the pictures matches certain billboards that have popped up in New York and Los Angeles this week, displaying what many fans feel certain are lyrics from Eilish’s next LP.
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One of them, for instance, blasted in bright blue lettering, “She’s the headlights I’m the deer.” Others read, “I try to live in black and white,” and “Did I cross the line?”
The nine-time Grammy winner hasn’t dropped an album since 2021’s Happier Than Ever, which followed her 2019 debut When We All Fall Asleep, Where Do We Go? Both records spent three weeks at No. 1 on the Billboard 200.
Ahead of her new era, Eilish spoke about her sustainability efforts in an interview with Billboard. After one of her quotes from the article about the wastefulness of releasing too many vinyl variants was misinterpreted by countless fans online, she took to Instagram Stories to clarify, “I wasn’t singling anyone out.”
“These are industry-wide systemic issues,” she added at the time. “when it comes to variants, so many artists release them – including ME! which i clearly state in the article.”