Last week someone was snowboarding at Park City.

And by someone I mean a celebrity.

And by a celebrity I mean the Biebs.

And by snowboarding I mean sitting on a hill a lot.

Source: Instagram

Source: Instagram

Source: Instagram

Now, I tweeted one ridiculous stat already about this:

Single @Instagram photo from @justinbieber at @PCski Sunday has more likes than last 1,325 resort pics…combined. https://t.co/6mN7MfzcAC

— Gregg Blanchard (@slopefillers) December 1, 2015

But that’s just the tip of the iceberg because the photo I was referring to…

Source: Instagram

…is just one of many. Aside from the three I shared above, there were two more taken on the hill (suddenly being the only resort with an orange bubble make a ton of sense when Beliebers start googling for where he is).

Source: Instagram

Source: Instagram

As some context, at the moment I’m writing this post, these six photos have a combined 6,140,000 likes and 45,400 likes.

That’s a pretty ridiculous stat in and of itself, but let’s look at a few more.

Crazy Stat #1
Justin’s least-liked photo in this series has 70x more likes than the most-liked resort photo…ever.

Crazy Stat #2
If you started counting all likes on all resort Instagram photos starting today, it would take our entire industry just under two months and 7,000 photos to equal the engagement of the six photos above.

Crazy Stat #3
If you added up every Instagram like Park City has ever had on any photo, it still wouldn’t equal the engagement on just one of these photos.

Crazy Stat #4
Justin has over 19x as many Instagram followers as every North American resort combined.

Crazy Stat #5
Even if you added every resort Facebook fan, Twitter follower, Google+ follower, and YouTube subscriber into the mix, he’d still have 3x as many Instagram followers as all of those channels combined.

Crazy Stat #6
Justin has as many Instagram likes on his photos in the last 5 days as our entire industry has had since Instagram began.

Power
We all know that celebs hold a pretty powerful position in our society.

And we all know that a share from their account can be massive to a brand like yours. Hopefully a few numbers help illustrate just how massive that impact can be.

But I also hope we don’t forget the value of niche influencers. They may have smaller followings and lack the bragging rights of a superstar, but their 1,000 likes may be infinitely more valuable to you than Justin’s 1,000,000.

About Gregg & SlopeFillers
I've had more first-time visitors lately, so adding a quick "about" section. I started SlopeFillers in 2010 with the simple goal of sharing great resort marketing strategies. Today I run marketing for resort ecommerce and CRM provider Inntopia, my home mountain is the lovely Nordic Valley, and my favorite marketing campaign remains the Ski Utah TV show that sold me on skiing as a kid in the 90s.