Even his special projects left his mark. Inoxtag has developed a recipe that allows content creators to stand out and survive in the highly competitive industry.
The same joyous scenes are reenacted as we pass from Paris to Nice, through the small town of Thionville in the east of France. Thousands of overly excited people, teenagers and entire families, They wait for hours with only one hope. They wait patiently to receive a dedication or autograph from their idol, Inoxtag.
first volume ‘Instinct’The YouTube superstar’s latest project is breaking records. sold out 150,000 copies in just 15 daysMore than the work that won the Goncourt Prize or the biography of far-right politician Jordan Bardella.
Inès became Inoxtag
To explain this success, we need to go back in time. Inoxtag, whose real name is Inès Benazzouz, was born in 2002 in Levallois-Perret, near Paris. At the age of 11, having just finished high school but just entered adolescence, he was recording himself playing the video game ‘Minecraft’ on his computer and broadcasting his videos live. YouTube. Inès became the broadcaster (live broadcaster) Inox.
Several years and hundreds of videos later, the former teenager founded his own eSports team (Team Croûton) before even finishing high school, signed a contract with one of the world leaders in online entertainment (Webedia) and today He already has around 9 million subscribers on his YouTube channel.
According to Soraya Khireddine, an expert at WOO-Groupe Olyn, an agency specializing in influence and digital content, this success is based on a masterful blend of originality, courage and storytelling:* “Managed to establish an intimate relationship She engages her community by being true to herself and interacting with her subscribers regularly. This immediacy strengthens your audience’s loyalty, which is a key marketing lever in the world of influencers.”
“These eclectic and fascinating content “It ranges from games to amazing projects,” he adds to ‘Euronews Culture’.
Size change
Spectacular projects and challenges have become their hallmark, such as swimming with sharks, surviving seven days on a desert island, or completing the Paris-Roubaix route by bike. Inoxtag is innovating and is no longer satisfied with video games.
Blogs, documentaries, songs… The artist diversifies his work, Expand your audience by exploring new platforms Like Instagram, X and Twitch. A winning bet: “What he does is more original than what others create. For example, I love watching his travel videos,” explains Darius, a young 10-year-old Inoxtag fan.
It’s a recipe that has allowed him to stand out from the crowd and survive in the highly competitive industry of content creators. Inoxtag has 20 million subscribers on social networks. With success came money, Earn an average of 15,000 Euros a month thanks to YouTubeI’m not even counting their sponsors and collaborations. Enough to dream of something even bigger.
‘Kaizen’: Inoxtag is at the peak of its performance
In 2023, Mathis Dumas, a mountain guide in Chamonix, received a call from Inoxtag. At first “we were a little suspicious of each other” Mathis tells Euronews. There was a world of difference between them. After a few conversations I was convinced that the youtuber did not want to “create expectations”. The mountaineer accepted the challenge. This taught him to be confident, to know the ins and outs of climbing, and to listen to the mountain. An intense year of preparation leading up to the big challenge: conquering Everest.
The rest is history, even for those who have never heard of Inoxtag. In just 24 hours, The documentary broke a record by reaching 11 million views According to YouTube sources, it is extraordinary. “This type of challenge pushes the boundaries of traditional entertainment to become a unifying activity,” explains Soraya Khireddine. they sold 340,000 entries40,000 overseas for previews in cinemas ahead of free online streaming.
“We didn’t expect a reaction of this magnitude,” Mathis admits. “The media coverage was crazy,” he adds. Many people see in the documentary an example of the need for self-improvement, a topic that the YouTuber cares deeply about. “The second message is to disconnect from screens and social networks and go outside to explore nature. “We’re making a documentary for YouTube, even though we know it’s unstable.” admits the Chamonix native.
This is the paradox of ‘Kaizen’: by getting others to follow you, you risk contributing to the problems you bother to report. environmental pollution in the mountains. “At the end of the day, criticism helps us question ourselves and move forward,” says the Savoyard native. “There’s really no mass tourism compared to the Alps. A season on Everest is like a single day on Mont Blanc,” he concludes.
Two months after its publication, The documentary has garnered 40 million views and more than 140,000 comments. Inoxtag, on the other hand, gained more than 400,000 subscribers and a lot of money.
related to live broadcast producer to the opinion leader
‘Kaizen’ transformed the live broadcast producer status into an influencer status for new generations. For Julian, a 17-year-old fan from the beginning, “Inox is smarter than other youtubersIt makes people think. “Do more sports, spend less time on your mobile phone, spend more time with your family… and also believe in your dreams.”
ADVERTA philosophy that convinced even her mother, Véronique: “He is not from my generation and I had a lot of prejudices at first. You think these young people have nothing intelligent to say, but when you pay attention you realize: there are many relevant videos.”
Inoxtag does not hesitate Express your views on social, environmental and cultural issuesSoraya Khireddine says this gives her “a very important role in the education and awareness of young people.”
Brands are not wrong. 22 year old young youtuber It represents a golden opportunity for them to attract new customers. and increase your visibility. “It all started online in 10 minutes. It was crazy. In stores, some customers bought a lot of clothes,” says Salimata, a salesperson for a clothing brand who was inspired to create a collection with Inoxtag. Work in the manga genre: ‘Instinct’. More proof, if necessary, of the star’s great influence.
Although it is not yet known what her next project will be, Inès Benazzouz has already set her sights on Your ultimate goal: To be remembered when you leave the digital world. In his own words, “It is better to dream the impossible.”
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