Travis Scott has blossomed into a cultural force. To anyone who follows hip-hop or pop culture closely, this is not breaking news. He's been on the cover of GQ, blessed us with hits including "Pick up the Phone," "Butterfly Effect" and "Antidote." He's went platinum, gold, silver and continues to move up on the ranks as one of the more successful artists in today's music scene. He dropped his long-awaited project Astroworld a couple weeks ago and it broke the internet. But what we really need to pay attention to is his use of social platforms and how he connects with his core consumer--his crazed and beloved fans.
Travis Scott uses Twitter and other platforms like most artis
ts--heavy promotion, cryptic messages about album release dates, flex shots and posts centered around their non-music endeavors and sponsors. (in his case, Nike and the Jordan Brand) What makes Travis so different is his ability to find unconventional ways of connecting with his fans. He also listens to his fans and tries to engage them. Take for example this Instagram post (also appeared on Twitter) where he wanted fans to drop their favorite Travis Scott song and he would select random fans to send them money through the Cash App. Travis even retweeted fans' responses and screenshots of their excitements when they received money from him. While major brands would be understandably reluctant about sending money to its core consumers, this simple act of talking to your fans and allowing them to participate and reflect on the product you have made for them is sound use of social media.
You obviously have to be pretty rich to run this kind of giveaway, but what is admirable is the intentionality and purpose of it. Travis Scott fans love him because of his music but also because of his connection to those who listen and support his music and brand. Fans are never left wondering if Travis's adulation and love for his fans exist because he lets them know, especially with CAPS. Tweets, stories and videos all showcase the time Travis puts in to shoutout fans and make them feel important every step of the way.
Artists have a lot more leg room and creative freedom to engage with fans, but other brands, companies, entertainers should take notice of the simplistic approach Travis takes when using social media to connect with fans. Short messages, quick videos and sharing announcements as he receives them is a modern-day approach to successful brand engagement. While artists like Kanye West have used Twitter to cause angst and confusion, Travis has used it to announce that he will be the executive producer of 2K19, the Astroworld Wish You Were Here tour and much more. Use social to put out firestorms that may occur but more importantly, create a space where engagement is encouraged and appreciated.
Travis uses Instagram in a totally different way. While a lot of brands repost similar content on their social feeds, Travis primarily uses his Instagram account as a visual diary of his concerts, excursions to Houston Rockets games (his hometown), and GQ magazine shoots with Kylie Jenner. Oh, and videos. There are lots of videos from concerts and even some Nike promotional clips for co-branded sneakers like the Cactus Jack Jordan 4's. Travis has not launched an IGTV channel but there will probably be content on this channel soon, as it is another method of reaching people through longform content.
Overall, it seems like Travis has yet again found a simple way to use social media in a multitude of ways. Twitter has become his space for showing the in-between aspects of his music and tours, his space for heavy interaction with fans and just a conversation. Instagram is arguably the most popular social media app in the United States, but that does not mean it should be used the same way as Twitter, and Travis seems to understand that. To digital marketers and social creators, that may sound obvious, but to some, it is not. Again, this is his life he is sharing and it is arguably easier to have more control of what he is sharing on a specific platform, but there should be always be some sort of differentiation for any brands disseminating a lot of content to a very large audience.
Travis Scott concerts are known to be a space to rage and are eclectic, wild and just a good time. Travis understands this--even calling his fans ragers. Donning his fans with a nickname is an easy way to make them feel even more special. It is also smart because he is taking something in the physical space-a concert- and extending it to the social space where fans can get involved. It's one thing for fans to spread the word about an amazing experience, it's another thing for an artist to acknowledge them and normalize a nickname for his or her fans.
As social creatures, we all want to feel like we are apart of something special. It's why stadiums have and always will be a place where people can come together and cheer on their team or in this case, artist. Rallying together under a common belief, bond and idea is not a new phenomenon. A place like Woodstock, a group like the Black Panthers and an artist's fans in the digital space like the BEYHIVE are three things that come to mind. Travis has just put a name to his fans and given them even more of a reason to feel inspired about his music, his message and the entire Travis Scott experience. Whenever Travis announces a date for his Astroworld Tour in Milwaukee, you better believe I'll be witnessing greatness and most likely sharing it on social media, something Travis does so well.
Are there any artists you think do a good job of using effective social marketing? Drop a comment below!