DATA TRACKER Social stars, celebrity brands Social media is increasingly being used as a platform for brand promotions, especially by celebrity endorsers. Some stars have used it to pitch their films and even built themselves an online persona to match the characters they play on screen and the brands they back. The growing popularity of the medium has led to companies actively tracking the performance of their stars and their brands on social media, creating a whole new hierarchy among Bollywood’s biggest brands Stars with the most digital savvy RANK 1 2 3 4 5 CELEBRITY SALMAN SHAH RUKH AMITABH SHAHID AKSHAY KHAN KHAN BACHCHAN KAPOOR KUMAR DIGITAL SCORE 16.1 14.6 14.5 14.45 13.05 | Digital savvy is determined on the basis of four factors, most active, most engaged, most searched and largest audience on social media The social network Highest reach on Facebook | Deepika Padukone has the maximum fans on Facebook Top 3 celebrities Fans on FB and Instagram DEEPIKA PADUKONE 27,600,572 | Despite a very high number of posts, Priyanka Chopra’s SALMAN KHAN 27,163,608 audience base is limited on Facebook AMITABH BACHCHAN 21,945,406 | Both male and female actors are active promoters of brands Highest reach on Instagram on social media; among all celebrities on social media, Top 3 celebrities Fans on Instagram Sonam Kapoor promotes her brands — L’Oreal and Vogue — DEEPIKA PADUKONE 3,700,000 the most actively ALIA BHATT 3,500,000 | Instagram is not a popular brand promotion vehicle PRIYANKA CHOPRA 3,400,000 among the stars; only 5 out of the top 20 celebrities use it to promote brands Highest reach on Twitter | Ranveer Singh is the biggest promoter of his brands, Vogue Top 3 celebrities Fans on Twitter and Adidas, on Instagram DEEPIKA PADUKONE 17,384,715 | Sonam Kapoor promotes her brands actively on Twitter; SALMAN KHAN 15,722,820 almost 10 per cent of her tweets were about her brands AMITABH BACHCHAN 14,345,812 Vogue, L’Oreal and Kaysons NZ Source: TO THE NEW Digital.