depend on the resource
some websites made their ranking list based on the most search / most clicked
Aino kishi got a decent amount of followers. Almost 200k soon and she gain 40k after her retirement a little less than a year ago. The same goes for ai uehara despite not updating after her retirement half a year ago. It may not seem much, but we're talking about av here. I guess it does matters on impacting the compilation and resell. Popular girls like Sora, Rio, Maria, and Yua of the 2000's era get reprinted better quality DVD these days even if they don't promote av anymore on social media.
I can see girls like Anri okita(retired), yua mikami, shoko takahashi, and yui hatano able to use social media to convey their "private" persona and events meet up in both Japan and outside of it.