Insights from CTV leaders at Dentsu, Horizon Media and more

Congratulations are in order to the current queen of pop Selena Gomez for becoming the new queen of Instagram. She has the most-liked picture on the platform. The picture, however, isn’t a seductive selfie or a candid backstage picture, but is actually an ad for Coca-Cola.
Fans doubled tapped a picture of Gomez holding a Coca-Cola bottle that has lyrics from her song “Me & the Rhythm” on the bottle’s label more than 4 million times since it was posted two weeks ago. “When your lyrics are on the bottle,” the caption reads, although it’s missing a disclaimer that it’s an #ad.
Coca-Cola didn’t immediately respond for comment about the exciting news.
The 23-year-old is one of the faces in the brand’s “Share a Coke and a Song” campaign, calling the company “iconic” when it was first announced. “I try to be an authentic as possible with everything I do, so nothing is forced,” she told Billboard.
Gomez has garnered more than 89 million followers on Instagram, awarding her the title of being the most-followed person on the platform. “I’m not sure there’s a method to my madness,” Gomez told The Hollywood Reporter about her Instagram strategy. “If a caption isn’t coming to you, use emoji and ‘let it be.'”
More in Marketing

Retail media’s mid-2025 reality: Why advertisers are going all in on full-funnel
Retail media’s meteoric rise may finally be leveling off — and that’s forcing advertisers to take a harder look at what they’re getting for their money.

TikTok might be working on a standalone U.S. app, but marketers aren’t sold on the idea – yet
TikTok is developing a lifeboat for its American business, but media buyers are wary of advertising implications.

Bold Calls for the back half of 2025
Now’s a good moment as any to take stock —and make a few bold calls about what’s coming next.