The rapper returns to the chart for the first time since the Dec. 31, 2016-dated chart, after promoting his appearance in the upcoming ‘The Defiant Ones’ documentary.

Eminem makes his first appearance on Billboard’s Social 50 chart in 2017, and it’s all thanks to his Instagram account.

With his first post in eight weeks, the rapper garnered 884,000 new Instagram follows and 19.5 million Instagram reactions in the tracking week, according to Next Big Sound.

The Social 50 is powered by data tracked by music analytics company Next Big Sound and ranks the most popular artists on Facebook, Twitter, Instagram, YouTube, Wikipedia, Instagram and Tumblr. The chart's methodology blends weekly additions of friends/fans/followers along with artist page views and engagement. The chart’s latest tracking week ended May 18.

The rapper’s post, at first glance, might have seemed like an announcement of new music. The post is a black-and-white photo of the rapper with the word ‘defiant.’ Turns out it’s actually an ad promoting the upcoming documentary The Defiant Ones. The four-part film, which focuses on the partnership of Dr. Dre and Jimmy Iovine, features interviews with artists and industry vets like Eminem and will premiere July 9 via HBO.

07.09 @DefiantOnes A post shared by Marshall Mathers (@eminem) on May 11, 2017 at 3:17pm PDT

The promo works out for Eminem, who re-enters the Social 50 at No. 13, his first appearance since the Dec. 31, 2016-dated ranking and highest position since last November (No. 7, Nov. 5).

Meanwhile, Chris Cornell debuts on the Social 50 at No. 38 following his May 17 death in Detroit. Much of Cornell’s chart metrics come from Wikipedia views, where he garnered 1.3 million views, as well as new followers on Facebook (up 104,000) and Instagram (77,000). It’s the first time Cornell or a Cornell-affiliated act makes the Social 50; none of Soundgarden, Audioslave or Temple of the Dog (all acts that he performed with) ever made the ranking.

Another chart debut belongs to Machine Gun Kelly, who bows at No. 46. He enters courtesy of buzz generated by his Bloom album release, and news of his upcoming modeling campaign with John Varvatos. MGK rises 147 percent and 76 percent in Twitter mentions and Instagram reactions, respectively.