Kai Cenat: Hitting All Corners of the Internet
NewGen repurposed Kai Cenat's Twitch stream moments across Facebook and Snapchat, a distribution programme the agency reports delivered +159M Facebook views.
Case in 60 seconds
Kai Cenat's audience and watch time were concentrated on Twitch, where NewGen reports over 252 million hours watched, so an established live platform was producing content that earned nothing once the stream ended.
The campaign appears to turn on the observation that audiences on Facebook and Snapchat already gravitate toward particular content pillars, so a stream moment succeeds there because it matches an existing viewing habit rather than because the streamer is famous.
NewGen treats the live stream as a source library rather than a finished product, handpicking key moments and repurposing them across alternative platforms to open additional revenue streams from content that already exists.
NewGen devised a distribution strategy across Facebook and Snapchat led by specific content pillars, using internal retention data to identify and amplify key moments from the video content and cutting to duration times built to fit end users' viewing experiences.
NewGen reports +159M Facebook views, +1.1M new followers on Facebook and +851K new subscribers on Snapchat, with no period, no baseline and no revenue figure attached to any of the three.
Strategy Breakdown
The primary strategy-learning section — interpretation, not a press-release summary.
Creative & Execution System
Assets & channels
- Snapchat
- Twitch
- live stream content
- video
Partners
- NewGen (lead_agency)
Creator role
- Kai Cenat — creator
Results & Evidence
| Metric | Value | Result type |
|---|---|---|
| Facebook views | +159M | video_views |
| new Facebook followers | +1.1M | follower_growth |
| new Snapchat subscribers | +851K | follower_growth |
Why NewGen's strategy worked
- 1
Retention data from an existing content library can direct which moments get cut, which turns clip selection into a measurable decision rather than an editorial preference and gives the same footage a second earning life.
- 2
A creator with scale on one platform still needs platform-specific structure and duration elsewhere, because the reported growth here follows from fitting the destination's viewing behaviour rather than from importing the audience.
- 3
Content pillars chosen from what an audience already gravitates toward narrow what gets published, which suggests the constraint on this kind of repurposing is selection rather than supply.
Results
1.5x
Roi on imv
1.8M+
Total views
72.3K
Total engagements