The #thankunext hashtag was used over half a million times during November, and Ariana was mentioned by over 4 million unique Twitter accounts, with “Thank U, Next” memes, GIFs, and commentary flooding timelines across the world. "Ari is the queen of a tease and a countdown,” Augustus says. “She knows what to give [fans] in pieces to keep them on the edge without giving too much away. It's an art.”
After the release of the video, “Thank U, Next” shot back up the Billboard Hot 100 to retake the number-one spot, and Grande made history becoming the female artist with the most US streams in one week. “Every time Ariana engages with her fans, it feels like a mini-event or exclusive party — you never know what might happen and you always want to be there for it,” says Kevin O’Donnell, manager of music partnerships at Twitter.
“Music fans have an ever-expanding array of ways to consume content from the musicians they love — keeping their attention focused is harder than ever,” O’Donnell says. Ensuring fans are informed and inspired helps signal that there is a massive, newsmaking moment about to happen, and they’ll not want to miss it. Inspired by Ariana Grande? Try responding to fans and sharing juicy, behind-the-scenes details to keep everyone talking about your latest project.