Kai Cenat is flipping influencer marketing on its head, and it’s actually working. He isn’t just breaking the rules of the game, he’s rewriting the whole playbook.
While influencer marketing is evolving now more than ever, most brand deals still feel forced. Some brands get it, and some brands just don’t. A company slaps their logo on a post, the influencer recites a scripted line, and everyone moves on. But Kai is stepping in and showing that if you do it right, brand collaborations don’t have to feel like a boring sales pitch, they can truly feel like entertainment.
Take his recent State Farm partnership. As opposed to a forced video talking about the advantages of the insurance company, he brought Jake from State Farm directly into his Twitch world. The guy wasn’t just there to sell insurance, he was part of the content, hanging out, providing giveaways, and making the audience feel like he was supposed to be there. It didn’t feel like an ad, it felt like a moment, and that’s why it worked.
Kai excitedly announced in the live stream that he was appearing in an official State Farm commercial, and by that point, the viewers were excited to see the trailer. The audience was currently being introduced to the relationship between Jake and Kai and it felt natural and genuine for the creator.
Another thing that Kai does better than most that I truly admire, is his ability to seamlessly bridge multiple generations in his content. One day, he’s streaming with Kevin Hart (who’s 40+) and pulling insane viewership (720,000 to be exact!) and another day he can be seen with over 225,000 viewers on his stream with Lil Baby. Kai quickly understood that his audience isn’t boxed by age. Instead, it’s built on culture, energy, and engagement.
My takeaways?
👉🏼 Meet audiences where they are. Integrate instead of interrupting.
👉🏼 Make ads feel like content. If it doesn’t entertain, people will skip it.
👉🏼 Think beyond one demographic. The best marketing doesn’t limit itself.
Kai Cenat is proving there’s a new way to approach brand partnerships and he has the stats to back it up.
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Written by: Giovanna Pagano
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