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- Nike Signs its First Twitch Streamer ✔️
Nike Signs its First Twitch Streamer ✔️
Kai Cenat joins the sportswear giant
Good morning. What was your favorite ad from last night's Super Bowl? Keep reading to see how creators played a role in the biggest marketing event of the year. 👀
Kai Cenat Becomes First Streamer to Partner With Nike
Kai Cenat announces he and Nike will give away 30 pairs of the new Nike Max Dn after breaking news of their partnership / Kai Cenat
Gaming streamer Kai Cenat is partnering with Nike to become the first streamer officially endorsed by the sportswear brand.
“We are officially a part of the Nike family…this has been a long time waiting,” Cenat announced in his Twitch stream last Thursday.
Why it matters: Cenat, who has 9 million followers on Twitch, regularly plays a role in driving youth culture. Celebrities such as Drake and Ice Spice have made viral appearances in his videos, and Rolling Stone described Cenat as “largely responsible” for popularizing the word “rizz.”
Enter: Cenat. Just two days after announcing the new partnership, he hosted a meetup with Nike in Las Vegas—and streamed the entire thing live on his Twitch channel to nearly 2 million viewers.
Cenat will also participate in the NBA All-Star Celebrity Game later this month, and he’s expected to wear Nikes throughout the weekend event.
Zoom out: While Cenat isn’t without controversy, he brings a young, engaged audience and a new marketing channel (his Twitch streams) for Nike at a time when the company needs some hype.
Creator Strategy: How Justin Flom Keeps You Watching
Magician and creator Justin Flom’s short-form videos sharing magic tricks and optical illusions have amassed him over 16 billion views on YouTube / Justin Flom
In the last month, magician Justin Flom has received over 200 million views between TikTok and YouTube Shorts, posting old school magic tricks and crafts including trapped doors and surreal DIY projects. So how does he do it?
“I don’t consider myself an entertainer or a video creator, but more of a data analyst,” Flom told us. “I only post videos that the data tells me will work, and sometimes I won’t post a video unless I’ve focus grouped it.”
A look at Flom’s playbook:
He creates a high barrier to exit. “People are itching to swipe,” Flom said. So he introduces a mystery or question and an eye-catching visual at the start of a video to make the viewer curious to see what happens. Flom said his highest watch time is around 150%, which means people are watching videos twice.
He makes faceless content, removing the need for long-winded personal stories. “I take my ego out of it,” Flom said.
He studies swipe habits. “Pay attention to the moment you decide to leave a video. And the inverse, ‘What made you stay?’” Flom said.
Under the hood: Flom recently shared that he made around $122,000 from 5.5 billion views on YouTube in the last year, most of which came from Shorts. The biggest payouts, he told us, come from Facebook, where Flom posts three-minute videos.
“I’ve been fortunate enough to live at the top of any swipe feed algorithm. Facebook, TikTok, or YouTube Shorts,” Flom said. “Anywhere the feed shares a video with a high watch time, that’s where I succeed.”
How Creators Impacted the 2024 Super Bowl
Continuing the trend from last year, creators played an increased role in Super Bowl marketing campaigns last night.
Khaby Lame became Pepsi’s “on the ground correspondent.” Pepsi, which last year gave up the reported $50 million halftime show after a decade of sponsorship, has a new strategy: Fly out top creators (including Lame and Zach King) to film social content and host Pepsi events in and around the Super Bowl all weekend.
“Creators are here to stay and will only continue to grow in importance within the marketing mix of the future,” Pepsi’s CMO wrote on LinkedIn.
And creators drew attention before the big game, too. Booth By Bryant hosted his signature photo booth at the NFL Honors Awards, T-Mobile tapped Wishbone Kitchen to make a TikTok ad with Jason Momoa, and a handful of creators drummed up anticipation for Michael Cera’s CeraVe ad.
👀 Creator Moves
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