Kardashians, kakti, and travel pic(k)s: how to kreate a social media brand for Live2Leave

 

For a better understanding of this post, I must explain who “Keke” is before you start reading.

Keke is one of my best friends who goes by the name of Daphnée Denis for everybody else. We both gave each other that nickname a few years ago, during a casual Kardashian conversation (we do have brains, I promise), after spending a rather long time thinking about the fact that all the women in that family have names that start with a K, which means their initials are KK, pronounced  \ké.ké\ by us French people (bear with us, this is going somewhere).  

According to a very reliable source — Wiktionary — a keke means, in French: “an individual who tries to impress with his behavior but is ridiculously lame and a complete drag,” (ex: Donald Trump)  or the “chief of the thieves” (ex: Donald Trump). And that sounds really funny to us, so that was that. Kekes for ever. Incidentally, we also realized that “K” is by far the most entertaining letter of the alphabet, and that it has the power of making common French words hilarious: for instance, cactus becomes kaktus, cool becomes kool, “c’est clair” (damn true) becomes “c’est klair” and that’s obviously (duh) a lot funnier.  

Now that you’re equipped with this piece of information, you will be able to understand the complexity of this blogpost. Here we go.

“Would you like to help me, if you find it fun, to build up a social media presence for Live2Leave?”

It all started with a conversation on WhatsApp (that’s a messaging app, dear Homo Sapiens):

…..

Me, 5/20/16, 6am CET

“Hi Keke

I have a project idea to share with you. 

Would you like to help me, if you find it fun, to build up a social media presence for Live2Leave? I would like to try something that I haven’t seen yet, which is to show people the process of creating an app, letting them give their opinion and participate, so when we launch there could be some buzz around a project that people will have seen coming to life. I am a journalist and not a developer and that’s a drawback but there are also some advantages, like the fact that I can tell a story. And I think there’s something to be said about me creating an app from scratch while knowing nothing about tech. And most people have no idea how you build an app.”

Keke, 5/20/16, 3:15pm CET

“Yes, I think it’s a super great idea. I find it fun 🙂 :-)”

Me,  5/20/16, 3:16pm CET

“Really? Trop kool (Smiley). You know 25,000 times more than I do about online storytelling. You know how to get views and followers. And your pictures are hipster without being absurd so it’s perfect.”

……

Here, I was referring to most pictures on Daphnée’s Instagram, where you can note a recurring still life theme, and the regular appearance of one or two cactus/kaktus/kakti. For instance: 

“Right now I wish I were a lesbian, but that has nothing to do with this post”

These pictures have our anti-hipster friend Adrien Gabeur really worried we may be losing Daphnée to some Uruguayan cult (she lives in Montevideo), or that she now uses candlelight instead of electricity, grows her own coffee and will soon move to a commune. To be fair, knowing Daphnée, these are all valid concerns. But those pictures are also beautiful, and Daphnée is an ace journalist who has a way with words. We share an absolute confidence in our sense of humor and humbly believe that if people don’t get our jokes it’s because they are idiots. So she is the person I needed for Live2Leave’s Instagram – and I was over the moon when she said yes. (probably the last time I’ll write this, unless I turn lesbian, and right now I wish I were a lesbian, but that has nothing to do with this post.)

Three weeks later, we have 85 objectively beautiful posts on Instagram and 281 followers, including many big travel “influencers” –  though that number regularly goes down to 279 because, apparently, some tasteless people fake follow you for a few hours only so you follow them back. That’s the harsh reality of trying to develop a social media presence: you do notice these meaningless and absurd details, and probably become a little more stupid each time you do.

“Our idea is to make people understand through pictures what they will get once the app is out.”

With Live2Leave’s Instagram and Facebook accounts, our idea is to make people understand through pictures what they will get once the app is out: friends’ recommendations, that is. We also make fun videos like “where are your friends this week” featuring our actual pals saying hello from all around the world. And there’s a personal favorite, #TravelFailThursday, which features stories of a trip gone wrong. I also write one blog a week, as you all know because you’ve read every single one of them, right? 

In order to get all the content you see on Instagram, we asked our awesome, curious and picture-savvy friends to share their photos with us and write something personal about why they liked that place or that particular experience (just as you would ask them to recommend a few places if you know they went to a city you’re about to visit). We then repost the images on our Instagram, adding a nice caption. We make it “nice,” because we actually do care about what we write, and in fact, must have had 85 reasonably absurd conversations about how to edit our captions. If, unlike the Instagram community who tends to like abusive filtering over content, you do read them, you might actually learn a thing or two/ enjoy the puns and references. If you don’t, as mentioned before it’s because you’re probably an idiot. 

Here’s an example of a relatively (or completely, depending how judgmental you are) ridiculous conversation we had while editing the caption of a turtle picture that was supposed to explain the idea behind our logo (a turtle). The picture obviously got less “likes” than the number of minutes we spent thinking about this, but we still thought we did pretty well (you’ll notice that we like to congratulate ourselves) and hopefully one day the Instagram community will finally bow down to our genius. 

celesteoj 7:29PM: The turtle is the ultimate traveler: with her home on her back everywhere she goes, she embodies Living and Leaving coming into one. The world is not a scary place for a turtle, because she always feels at home wherever she goes. Don’t we all want to be a turtle? Live2Leave might be able to help you do just that, by making the unknown a little bit less scary and a little more friendly.
daphneedenis 7:36PM: Why is our logo a turtle? Because these clever animals represent the ultimate traveler. With their homes on their backs, they embody our motto “live to leave” everywhere they go. The world isn’t a scary place for turtles because they’re home everywhere they go. Don’t you wish you were one of them right about now? #Live2Leave might be able to help you do just that by making the unknown just a little more friendly
daphneedenis 7:37PM: I just took out “scary” because you say it before. And made it plural because singular it’s “it” and I think that you want to generalize, don’t you? 
celesteoj 7:38PM: yes, perfect
celesteoj 7:38PM: except that now there’s twice “everywhere they go”
daphneedenis 7:39PM: The world isn’t a scary place for turtles because they’re always home
celesteoj 7:39PM: perfect
daphneedenis 7:39PM: Great minds
celesteoj 7:39PM: Don’t you wish you were a turtle too?
celesteoj 7:40PM: cuter don’t you think?
celesteoj 7:40PM: Why is our logo a turtle? Because these clever animals represent the ultimate traveler. With their homes on their backs, they embody our motto “live to leave” everywhere they go. The world isn’t a scary place for turtles because they’re always home. Don’t you wish you were a turtle too? #Live2Leave might be able to help you do just that by making the unknown a little more friendly.
daphneedenis 7.41PM: Yep. Kool.

BOOM. Art. Right there. And the best is that you can go check out the result on @live2leave.

 

Céleste

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