The Curious Case of Ariana Grande’s Vanishing Instagrams

She kills it with social video, then kills off the clips

Headshot of Christopher Heine

According to Shareablee, Ariana Grande has deleted 10 videos and six photos in recent months on Instagram. And from what the digital marketing company has observed, the singer's decision to yank the content likely hasn't stemmed from questionable or unpopular content

In terms of the latter, for instance, she posted one of her music videos on the social platform in early fall and garnered some 458,000 likes and 9,400 comments. Then, it was gone.

Indeed, Shareablee—while pulling data for the weekly Adweek/Shareablee Instagram branded video winners list—has tracked the pop music sensation's Instagram movements in the last several weeks. Which brings us to the Nov. 30 through Dec. 5 period, when Grande won her brand category (celebrity) with a 12-second clip that utilized Instagram's black-and-white "moon" filter and featured her twin backup dancers, Scott and Brian Nicholson.

The twins, in what appears to be a backstage scene, drop a handful of F-bombs in the video. Ariana hasn't deleted that one, so clearly her removals haven't been about maintaining a PG rating.

But here's what you've got to love: In an era when it's sometimes hard to know if stars from the worlds of Hollywood, music, business and politics are actually creating the content we see in their social streams, it's clear that the 21-year-old is calling her own shots, in real time.

Her Instagram presence is authentic, which is part of the reason why Grande has 21.3 million followers. To put that number into context, the ubiquitous Taylor Swift has less than 16 million.

And Grande has some interesting company in this week's top branded Instagram video list, broken out by category in a multimedia infographic powered by Shareablee. Of note: Red Bull, known for high-adventure Instagram videos, takes it down a notch with a laid-back skateboarding clip and still kills it. Also, BMW shows that luxury brands—often socially averse—can play well on Instagram, Facebook, Twitter, Tumblr and more.

Check out the winning work by Grande, Red Bull, BMW and others below.

@Chris_Heine Christopher Heine is a New York-based editor and writer.
Publish date: December 12, 2014 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT