Blog / Lil Nas X takes brands to the Old Town Road

Lil Nas X takes brands to the Old Town Road

Since releasing his chart topping hit, Old Town Road, Lil Nas X has exploded onto the scene with countless remixes, record-breaking numbers, and an extremely impressive social media presence.  

Since April 4th, his Twitter account @Lilnasx has grown 2.1 million followers and managed to average an interaction rate of 5.8%. To put this into perspective, at the same time, Drake has grown 366K followers and averaged an interaction rate of .0456%.  

As the young artist is poised to break the record for the longest-running #1 song on Billboards top hits this week, we wanted to look at the results of his killer social strategy. 

lil nas x social media analytics tik tok

Using Zoomph, we tracked tweets and Instagram posts from the official @lilnasx handle on both Instagram and Twitter over the past week, and with 112 posts, the rapper managed to generate over 476.8 million impressions. Using the Zoomph social valuation platform, the impressions were valued at over $2.6 million. Due to his approach to social and resulting highly engaged audience, the impression value seems small compared to the over $23.6 million his posts generated in engagement value.

Brands

Nike

In a recent post on Twitter and Instagram, the rapper showed fans him working on a dance with choreographer, while sporting a Nike Compression shirt. There’s no indication whether this was a sponsored placement, but the post generated over $823.5K in social value for the brand.  

Champion

A recent piece of meme style content posted on Twitter, showed the artist wearing a Champion hat. As with Nike, there’s no indication that this was a sponsored feature, especially since it seems to fit with the artist’s style of posting very Twitter fitting, low production graphics that resonate fans. Impressively, the post generated over $128.8K in social value for the brand. 

Adidas

reply to a Tweet showing the unboxing of a recent Arizona Tea & Adidas collab shoeLil Nas X helped generate over $83.2K in value was for both brands.

These are impressive values, especially considering his recent ride to fame and the fact that he has yet to sign a major sponsorship deal with any of the companies featured. His first brand deal with Wrangler, aligned perfectly with the lyrics of his hit single, showcasing great work from a brand acting quickly to embrace an unexpected moment of attention.  

*Update

On July 24th, at 11:10 PM, Lil Nas X Tweeted the latest remix of his hit song Old Town Road. Since announced, conversation about the song on social has been massive, generating over 2.1 billion impressions on Twitter.

seoultownroad remix lil nas bts

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