2. The children

Children are a finicky group to market to, but once you hook them, they’re in for the long run. If kids are really into something, the world will hear about it… and probably for an annoyingly long time. Remember how “Baby Shark” became inexplicably popular? “OTR” became a smash hit on TikTok, an app made popular by kids, and it was all uphill from there. There’s plenty of evidence that shows just how much young people love “Old Town Road,” so it was destined to be a hit based on that fact alone.