The song is short, has simple beats and catchy loops – perfectly optimised for TikTok videos. TikTok was growing in popularity when Old Town Road was released. Old Town Road kickstarted virality on TikTok, an app predominantly used by teenagers to create short 15 second video renditions and memes of popular songs and movie clips. Old Town Road leveraged TikTok’s virality People posted funny videos of themselves transforming from their normal attire to a full-blown cowboy costume. The memes were picked up by trollers and gained traction as the “Yeehaw Challenge”. ![]() Lil Nas created the “Yeehaw Agenda” meme appropriating cowboy fashion. Lil Nas promoted memes and challenges to promote Old Town Road He mastered the social media platforms to understand exactly what his audience wanted and go viral. ![]() Lil Nas maxed out on his social media strategyīefore releasing Old Town Road, Lil Nas made Facebook comedy videos and ran a meme Twitter account.
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