“He doesn’t know that I subscribe to Masdak, watch for that”. A simple sentence that has become a real gimmick on social networks. For the past few months, the influencer Masdak has been a hit and was even at the top of the trends this summer. It may well be that the content creator has now found the recipe for success: a simple, informative material and above all that speaks to the greatest number. “A short format that goes to the essentials”, sums up Masdak.
In his videos, the man followed by 2.4 million people on TikTok embodies both the customer and the brand. The purpose of each content? Resolve a dispute that a consumer may encounter on a daily basis, at the kebab or at the airport. In one minute, the Internet user must find an answer without having to leaf through the many pages of the consumer code.
But you have to go back to the year 2020 to understand the genesis of his videos to great success. Graduated with a master’s degree in banking and the financial market, supplemented by a second year in banking law, Masdak quickly launched into the production of content on social networks. In terms of timing, we are in full confinement and Masdak is starting to build its formats thanks to the content it is inspired by on the American TikTok.
More focused on finance, his videos will eventually concern all commercial disputes, such as bad invoices at a garage or the end of receipts in supermarkets. “From a subject, a situation or different messages that I receive or different disputes, I study it and behind it ‘I masdakise’ to benefit my community”, he tells us.
We are now in 2021 and Masdak wants to do more. He then introduces this idea of dialogue between two people: the one concerned by the dispute and the respondent (most of the time brands or companies). Very quickly, the videographer even establishes his own lexicon, reminiscent of that of the smurfs of the time. This lexical field also allows it to be recognizable today. Each video is constructed in the same way: a company does not respect consumer rights in front of a customer and the latter replies: “He does not know that I am a Masdak subscriber, watch out for that”.
But the lexicon does not stop only at his videos. When we talk to him, the videographer tells us about brands that are “masdakized”, that he “masdakized” or even “masdakized”. On his Instagram, same observation. “Everything comes at the right time to who knows how to masdakize”, quips a publication. But don’t see any oversized ego here, despite the popularity, Masdak keeps his feet on the ground and knows how to laugh about it. “I’m quite proud of it and on social networks, I play it a lot,” he admits.
Time ellipse and we are now in 2022. After two years of gauging which content would work best, it is finally the year of consecration for Masdak. “I think it works because a lot of people don’t know where to find the information to resolve a dispute. We believe that the law is complicated, but we have all the codes at our fingertips,” underlines Masdak.
Masdak will even sign partnerships with brands of which it always checks “the compliant and serious content”. For example, he admits to having refused many contracts with brokers who offered him attractive sums to promote trading activities, for example.
“No lawyer, no jurist, no nothing”
From now on, the videographer manages to live thanks to his contents, but he warns: “I am neither a lawyer, nor a jurist, nor anything. My content is not there to replace the different special bodies that deal with different legal cases. I am here to offer informative content that goes to the essentials and that provides a solution that benefits everyone”.
Moreover, by using “Masdakization”, do Internet users really win their case? It may well be so. A user tells us, for example, that he had managed to use Masdak’s advice for his father. After a trip abroad, the latter receives a hefty bill due to an unregulated out-of-package. His son tries everything and thanks to Masdak’s advice, wins his case and his bill is finally reimbursed.
Better monetized videos on YouTube
Masdak now hopes that 2023 will be the year of confirmation. “I’m going to pursue what I do best: content creation.” No radical changes to come, so the vertical format is what works best on the platforms, according to him.
In addition, from February 1, content creators on YouTube will be able to monetize the format of “shorts” videos. [courtes en français]. The idea for the platform is above all to catch up with TikTok in their very close match. All good for the influencer who already seems to have “masked” the coming year.