Understanding the Art of Thank U, Next

In December 2018– I was teaching in at the prestigious Poynter Institute for Journalism. As I prepared for my talk, I wanted to know what was the best and most oxygen sucking story of the week and use it as an example.

What I discovered was a big reality check, because here's what wasn't gripping the nation:

It was not the death of former President George H.W. Bush.

It was not wildfires raging through California.

This was also the week the Julie K. Brown of the Miami Herald shared the initial Pulitzer Prize winning expose into the life of Jeffery Epstein.

No, the story that got the most attention, the most likes and views on social media and garnered more diverse mentions– the release of Ariana Grande's new album Thank U, Next. She launched a MASTERCLASS on how to capture and captivate even people outside the scope of girl pop.

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As I stood there explaining this to the stunned and offended journalists– I could feel some things clicking for a few of them. Here's what we learned:

1. Use Nostalgia to Create Emotional Connection

Grande’s music video nodded to iconic movies like Mean Girls and Legally Blonde, instantly connecting with viewers by tapping into shared cultural memories. Nostalgia strengthens emotional memory, according to Psychology Today, making it a powerful storytelling tool.

Try This: Think about moments, trends, or cultural references your audience connects with. Use them to create a sense of familiarity while delivering something fresh.

2. Be Authentic and Relatable

Grande’s lyrics were personal, vulnerable, and real, inviting fans into her world. Authenticity builds trust and connection, allowing audiences to see themselves in your story.

Try This: Share your personal story or a behind-the-scenes look at your process. People resonate with honesty over perfection.

3. Create Anticipation and Make It a Moment

Grande teased Thank U, Next with strategic hints on social media, building excitement long before the video dropped. When it finally released, it felt like a collective event.

Try This: Tease your upcoming projects with behind-the-scenes clips, countdowns, or sneak peeks to create buzz and anticipation.

4. Blend Familiarity With Creativity

While Grande leaned into nostalgic references, she also brought something new to the table—her unique style and voice.

Try This: Combine elements your audience already loves with your own creative twist to keep them engaged and surprised.

5. Turn Your Audience Into Advocates

The Thank U, Next campaign encouraged fan participation, from sharing memes to recreating scenes. It became more than a music video—it became a shared experience.

Try This: Create content that invites your audience to engage, share, or even co-create.

Want to Create Your Moment?

I'm Erin Peterson, part of the team at Scout Stories. Think of us like a therapist, but for stories.

We listen and get the details out.

Provide perspective.

But most importantly, we teach you to create connections, build relationships that attract the right kind of attention.