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The Silent Genius of Khaby Lame
If youâre on social media platforms, youâve most definitely seen one of Khaby Lameâs videos. He pokes fun at videos that overcomplicate very simple things and demonstrates his solution. In just 18 months, Khaby went from losing his job to becoming the 2nd most-followed account on TikTok, with a whopping 127.2 million followers. Hereâs 3 reasons why his formula for content works: đ đ
1. Silence is Golden
Khaby doesnât talk in any of his videos, yet his content is still comprehensible. His language of choice for his videos is just human expression, which is universal (ie. Charlie Chaplin or Mr. Bean). Khabyâs content goes viral because it can be enjoyed without the sound on, without context and theyâre just short snippets (ie. low barrier of entry for enjoyment). By not speaking, his audience size became global.
2. Curation for Creation
As a content creator, Khaby is also a curator as he pulls other videos from the internet to react to. He doesnât have to rack his brain thinking about videos to make, the internet gives him an endless supply of ideas. Plus, his stuff is relatively easy to publish, so heâs able to serve more fresh videos with less effort.
3. Better Together
Khabyâs audience are passive participants. Many of his viewers often tag him in a video that he should be reacting to. Now his job is even easier, he doesnât have to actively curate, the most recommended video will be the one people want to see most. Plus, his audience will feel validated seeing their recommendation used. TikTokâs âDuetâ function also helps the experience feel more âmultiplayerâ.
Beyond TikTok:
With his video format, he could just use a product as his âsimplified solutionâ in the video. Heâs already selling out merch and viral products via his online store. Netflix or Artists could send him trailers or music videos to react to. Itâs a blank canvas for advertising, brand deals and partnerships.
Khaby Lame represents the everyman, he was a factory worker who lost his job during the pandemic. His stuff is a commentary on the overly polished nature of social media influencers, going back to basics with just an ordinary person recording on a phone. The format is so absurdly simple that you wonder how nobody did it before him, so props to him for executing it effectively.
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