TikTok’s most-followed creator Khaby Lame has become the new face of the Cryptocurrency exchange Binance. The Senegalese-born social media influencer and content creator has 142.8 million followers on TikTok.
Recently, Binance signed Lame as its global brand ambassador after he made history by becoming the most followed TikToker in the world. Lame has been brought on board to help Binance, the world’s largest crypto exchange in terms of trading volume, bust myths about the digital currency and increase awareness about Web 3.
James Rothwell, global vice president of marketing, Binance, said, “With so much nuance around Web3 and misinformation in the world, it was a perfect match to have Khaby Lame on board to help bust some of the myths around this space.”
Khaby Lame is best known for his TikTok videos, in which he silently mocks overly complicated life hack videos. Most of his viral videos usually show a life hack by another user, which is unnecessarily shown to be difficult. Lame is famous on social media for his signature comic expression. He gives an awesome expression after he solves a hack in the videos.
According to the Cryptocurrency exchange Binance, Lame will use his signature style and expression to tackle some of the misperceptions around Web3 and digital currencies. He will make short content clips to talk about the misperceptions around Web3. Reportedly, Lame will also partner on exclusive NFT collections with Binance.
Lame also has over 78 million followers on Instagram. He also earns money through sponsorships, brand endorsements and the TikTok creator fund. His estimated wealth is around $2.7 million.
He rose to fame rapidly over the Covid-19 pandemic. During the pandemic, he lost his job as a factory worker in Chivasso, Italy. He started making funny and D.I.Y videos on TikTok. The videos usually end with his signature “Khaby Move.”