It was the title that somehow eluded the otherwise undisputed queen of social media: Kim Kardashian had always lagged behind Beyonce Knowles when it came to adoring Instagram followers.
Not so any more, however. Yes, this week it became apparent that the reality TV star had overtaken the singer, beating her to the milestone 44million mark.
And as of this morning – Mrs West is still a nose ahead of Mrs Carter.
So just how did Kimmy Kay do it? Here, SHEmazing! looks at the five ways that Kim managed to nab Bey's crown…
Exposure:
Kim posts a lot of pictures. All the time. Beyonce? Well, she's a lot more low-key. In fact, the pop-star has only shared six snaps in the last week. Kimmy, on the other hand, has offered up a grand total of 24.
And when it comes to hovering up more fans, there's a lot to be said for posting daily rather than weekly.
Family:
There's no doubt that both women are married to mega-successful rappers and businessmen, but Jay Z and Queen B have always conducted their relationship away from the spotlight. Indeed, they didn't even publicise their marriage until after their vows had taken place.
In contrast, Kim is regularly followed by KUWTK cameras and all her life's major milestones and events – including her union with Kanye West – are documented and shared in detail.
The same applies for their daughters: we see A LOT more of North West than we do Blue Ivy Carter.
Body:
Beyonce's bikini photos undeniably demand heaps of attention: a laid-back and natural swimsuit snap from earlier this summer garnered 1.5million likes and more than 30,000 gushing comments.
But of course, Ms Kardashian is always willing to go above and beyond: she recently shared a totally naked pregnancy body pic and regularly parts with mega-cleavage baring selfies.
Celebrity pals:
Her famous family is one thing – but Kim also ropes plenty of other big names into her Instagram posts.
There's Jennifer Lopez at the Met Ball, after all, as well as some of fashion's biggest names (Valentino, Olivier Roustein, Riccardo Tisci et al) – not to mention the ultimate selfie nap: Hillary Clinton herself.
Meanwhile, Beyonce's celebrity posts are largely confined to folk she's close to: think Destiny's Child bandmates Kelly Rowland and Michelle Williams, and her sister Solange.
Although just occasionally, she does share a sneak-peak of her with the likes of Ed Sheeran and Blake Lively.
Magazine covers:
We just saw Beyonce looking all sorts of amazing on US Vogue, but you have to hand it to Kim: she regularly bags hugely high-profile covers.
In the last few months alone, there has been Vogue Espana and Vogue Brasil, not to mention Elle France.
And – as if we could forget, there is her break-the-internet Paper magazine cover from late last year too.
