Khaby comes across as a regular everyday person, and content consumers relate to that. “ His content almost debunks or mocks the overproduced trends that happen across social media, whether it’s life hacks or other things like that. He almost represents this authenticity overproduction. I think that’s very appealing at scale to people, this feeling of someone not trying too hard it’s something that feels authentic.” Samir Chaudry, a founder of The Publish Press, a newsletter covering the creator economy. ![]() No Hollywood agent or digital agency is driving Khaby. It is raw and authentic, and that makes it relatable. The lack of a polished production distinguishes him from the influencers that infiltrate our social feeds. Khaby has gone the other way. There are no expensive HD cameras or choreography. No team standing by with lighting and composing music. Khaby is the anti-KardashianĪ lot of social media content is overproduced. He averages 9.6M likes and 82.6K comments per post. This allows him to have followers worldwide from his home country of Italy to his country of birth in Senegal to the land of the influencer - the United States.Īnd his followers are connecting with his global language. The engagement rate of his TikTok account is 9.58%. Not speaking means anyone can consume his content - he calls it a ‘ global language.’ “ It’s my face and my facial expressions that make people laugh.” ’ Or a knowing look to the audience that allows us to share in the moment together with him. Khaby doesn't rely on words. Instead, it is all body language and facial expression.Ī simple shrug. A shocked expression I call the ‘ Macauley Culkin in Home Alone. This particular video has over 300 million views.īy satirizing the growing trend for ridiculous life hacks, Khaby has created his own new category.Īnd now he has laughed his way to almost 2 billion likes on TikTok. Khaby mocks this by simply rolling his window down and looking outside - like a normal person would. That video has over 16 million likes-a small drop in the ocean for Khaby.Īnother ‘life hack’ involves installing an external mirror on a car door to check when it is safe to open the door. The initial cherry hack video shows someone using a stupid device to remove the stems from cherries. The video then switches to Khaby quickly removing the stem of the cherry with his fingers and eating it. There are no words, but you can clearly see in his face that he is thinking, WTF? Take a cherry hack yes, apparently, eating cherries requires a hack. Unnecessarily complicated fixes (or hacks) to simple problems.Īnd Khaby has built his following on his reactions to these videos. He never speaks and relies on expressions - usually nonchalance or disdain - to the videos. There are a plethora of ‘life hack’ videos on the internet. You know the ones. ![]() Khaby’s content is straightforward and a significant factor in his success. ![]() I typed his name into Google, and up came the suggestion: Why is Khabane lame so popular? ![]() It was the best move he could have made. As a result, he is now a millionaire and hero to many of the Generation Z demographic on social media.Īnd one marketing writer who is a tad older than Generation Z. In March 2020, he lost his job as a factory worker in the northern Italian industrial town of Chivasso. He ignored the advice of his father to find another job and turned to TikTok. Something that was beyond his wildest dreams just two years ago. Khaby is the second most followed person on TikTok. The way his following is growing, those figures will be well and truly outdated before I hit publish. 135 million on TikTok and 72 million on Instagram. But unlike Khabane ‘Khaby’ Lame, I don't have over 200 million social media followers.
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