How is DJ Khaled so successful
How you can learn how Snapchat marketing works from a US rapper
DJ Khaled is the Snapchat king and provides a guide for the platform
DJ Khaled is arguably the most successful Snapchatter in the world.
With 100 million daily active users, Snapchat is one of the big new ecosystems. We show what tricks the US rapper DJ Khaled uses to market himself on the platform and explain why 2016 could be the big Snapchat year.
The app is the number 1 communication tool, especially for teenagers, and it is also becoming increasingly popular in Germany. At the moment, influencers (mostly social media or other stars) are benefiting from the hype. In the USA, however, the rapper and producer DJ Khaled is now showing how to use the platform successfully and build insane reach. He reaches an average of two million fans per snap (post on Snapchat), making him one of the biggest Snapchat stars in the world.
Screenshot of the access numbers of DJ Kahleds Snaps
Authentic and pretty crazy the guy
DJ Khaled has only been on Snapchat for about three months and is now the big star. His breakthrough came on a jet ski tour near Miami, where he got lost and sent videos live out of the dark onto the platform. The unintended ride was reported in an incredible amount of US media - mainly because of his live report on Snapchat. He used his mishap to emphasize again and again: "The key is to make it". This exaggeration of the incident into a path to success was well received by the fans, who were there up close via Snapchat: “You are on a journey with me. And it always depends on which way I take it with me. When I was on the jet ski, I documented it because I was so scared, ”Khaled told Techinsider. The combination of authenticity, wisdom and funny quotes is what makes the great success: "Now universities are calling me and want me to speak in schools to inspire the children." His followers are so enthusiastic about his statements that they are the best collect them and upload them to Youtube or Twitter. His collected snaps about the jet ski incident have 1.4 million views on YouTube. Of course there are parody accounts and even a page that only shows Khaled's sayings (absolute click recommendation).
Anyone who has followed DJ Khaled on Snapchat since the jet ski incident has definitely had entertainment all day. He films himself in the shower, in his garden and with his famous friends. The snaps remain online for 24 hours and are then automatically deleted as usual with Snapchat. Some of his sayings have now become pop culture quotes. Khaled constantly talks about his “keys to success”, smearing himself with cocoa butter, watering his flowers (which he calls “Angels”) and admiring the stone lion in his garden (with the exclamation “Lion!”). One thing becomes clear: Instead of sending out 10-second excerpts of their own unattainable lifestyle like Justin Bieber or other celebrities, Khaled gets out life aids for his fans - even if they are often pretty wacky. “Nobody ever told me to eat protein or drink lots of water every day. I'll let them know how to stay healthy, ”he says.
Product placement to two million fans
With all this success, DJ Khaled might lose the authenticity after all. He always drinks exactly one brand of coconut water, skillfully places Puff Diddy's vodka "Ciroc" in the picture and does a lot of advertising for his own product line. In many snaps, Khaled refers his fans to his newly opened online shop, where he sells t-shirts (US $ 25) and flip-flops (US $ 65) with his most famous Snapchat sayings. Incidentally, the red flip-flops are sold out. He has managed to use his motivational sayings (“keys to succes”, “another one”, “bless up”) to build his own brand around the artist DJ Khaled, all through Snapchat.
A Snapchat API is apparently in the works
5.8 percent of Internet users in Germany use Snapchat. (Source: DIVSI / Statista)
As Digiday reports, Snapchat partners should be able to buy advertising space on the platform via an interface (API). The ads should be targeted and displayed frequently. The first technology companies and agencies are said to already be working with Snapchat, and the first tests could be in the spring. According to an agency boss, Snapchat especially wants to expand the possibility for e-commerce partners and probably enable direct links to the shops in the app. With the development of an API, the platform follows the example of Facebook, whose self-booking tools have also been extended to Instagram and allow marketers to target users based on factors such as age, gender, location and interests. The difference: Snapchat doesn't have nearly as much data about its users as Facebook. Above all, the company is likely to focus on classifying users based on their location, current posts and the accounts they follow. If Snapchat manages to move from exclusive deals with a few partners to its own advertising platform, the company could really take off in 2016 - if not, marketers can still contact DJ Khaled.
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