Forget traditional TV ads — marketing is evolving, with social media personalities driving the change. Social streaming platforms and influencers like Kai Cenat are reshaping how brands connect with consumers.

From record-breaking Twitch marathons to influencer-led campaigns, brands are finding success by tapping into authentic digital communities.

Kai Cenat’s groundbreaking Twitch “subathon“

Cenat, a 22-year-old content creator known for comedic and over-the-top livestreams, recently hosted a monthlong Twitch “subathon.”

For 24 hours a day, viewers could watch Cenat do everything from eating and sleeping to engaging with fans and special guests.

Some of his guests included Kevin Hart, Kyrie Irving and Bill Nye the Science Guy. The goal was to entertain his loyal followers while breaking Twitch’s record for the most subscribers. Cenat smashed the previous record of 326,250, ending his subathon with 727,700 subscribers and over 50 million unique viewers.

The financial impact of social streaming

Cenat’s financial gains were massive. At $4.99 per subscription, he potentially earned up to $3.6 million.

The exact amount is unclear since Twitch takes a percentage but the earnings didn’t stop there. Ads and brand deals with companies like Nike and McDonald’s add to the haul.

Social media marketing vs. traditional TV ads

According to a Statista study, 41% of consumers purchased products after seeing social media ads, compared to 43% influenced by TV commercials. Among Gen Z and millennials, social media dominates. About 62% of Gen Zers and 53% of millennials reported being influenced by online ads.

Jason McDonald, the director of JM Internet Group, told Straight Arrow News that the marketing industry has changed a lot in the last few years.

“Marketing has become a much more technical profession than it used to be, and that creates a lot of opportunities for young people,” McDonald said.

The McDonald’s restaurant’s senior marketing director highlighted how the company collaborated with Cenat, saying in a post, “because he’s one of the most influential talents in the world… and an absolute fan of the Big Mac.”

Timeless keys to marketing success

While marketing trends constantly evolve, some foundations remain essential. McDonald says there are two keys skills people need to be good at in order to be successful at marketing.

“Being a good storyteller is incredibly important… And at a technical level, getting skillful at producing video,” McDonald said.

As social media continues to grow, storytelling and video production are the cornerstones of impactful marketing strategies.