Who is Matt Slays?

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Matt Slays: Family Content Creator Bringing Joy to Every Generation

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Matt Slays is a U.S.-based content creator best known for producing family adventure videos alongside his wife, Rebecca Zamolo. His YouTube channel, with over 8.3M subscribers, features a blend of high-energy challenges, scripted mystery series, and skits that often include their daughter, Zadie. Many of his videos follow narrative-driven formats such as “The Game Master” storyline, combining puzzles and suspense with family fun. This structured, episodic approach sets him apart in the family content space.

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Before becoming a full-time YouTuber, Matt worked as a music producer and videographer, which explains his strong editing style and original audio tracks in several videos. He often incorporates original songs into his content and uses dynamic cinematography, elevating the production value of his family-friendly narratives. His background in music also informs his occasional branded musical projects and parody videos. This mix of storytelling and sound design gives his content a signature style.

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Matt’s content regularly features his daughter Zadie in milestone moments, such as birth vlogs, first holidays, and kid-centered activities. His audience is deeply invested in their journey as first-time parents, as seen in viral uploads like the People Magazine birth feature and baby challenges. He leans into his role as a dad, frequently narrating from a father’s point of view to build emotional connections with his viewers. This parenting-centered angle adds depth and relatability to his broader entertainment content.

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Outside of his core family unit, Matt collaborates with other creators in the family and lifestyle niche, maintaining a tight network that includes Brooke Ashley Hall and Connor Price. His posts are often linked to community-style storytelling, where friends appear as characters across shared series. He’s also partnered with family-oriented brands like Walmart and Ivy City Co, aligning with his safe, bright content style. His consistent brand safety and audience trust make him a strong asset for advertisers in parenting and entertainment.

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An Influencer Active on Social Media

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Matt Slays is active on YouTube, Instagram, TikTok, and Twitter (X), with YouTube being his core platform by both reach and content volume.

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Matt's Social Media Strategy Analysis

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YouTube: Leading with Family Vlogs and High-Impact Challenges

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Matt Slays uses YouTube as his primary platform to deliver episodic content rooted in storytelling and challenge formats. His videos frequently follow narrative arcs involving mystery, game-based missions, or pranks staged with his wife Rebecca and their daughter Zadie. This style draws young audiences who enjoy story continuity, cliffhangers, and role-playing dynamics in a family-friendly setting. The inclusion of original music and cinematic transitions further raises the production standard for the genre.

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He averages over 4 videos per month, each typically spanning 10–15 minutes and structured around themes like “last to leave,” escape rooms, or treasure hunts. What sets his content apart is its scripted feel—he often plays a character or directs multi-scene plots with costume changes, in-home sets, and recurring villains. His production mimics a kids’ TV series more than traditional vlog content, building anticipation with weekly uploads. This keeps viewers returning for updates on ongoing storylines.

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Matt posts once a week at 7 PM EST, maximizing exposure during school breaks and family screen-time hours. He integrates product placements subtly into the plot, often through props or challenges (e.g., shopping races or themed home makeovers). The structure of his uploads allows for seamless brand storytelling without interrupting the pacing. His ability to merge branded elements with fictional content makes him highly adaptable for partnerships targeting kids and parents.

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Despite a lower engagement rate (0.18%), his consistent average views (1.2M) and follower growth (+1.09%) demonstrate long-term content loyalty. He benefits from strong click-through on thumbnails featuring family drama or outlandish costumes, frequently teasing major reveals. His YouTube channel operates as the narrative hub of his creator ecosystem, often driving traffic to Instagram or TikTok for behind-the-scenes clips and creator collaborations.

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• ‍Username: @MattSlays‍
• Influence Score: 90.5/100‍
• Followers: 8.3M‍
• Activity: 4.3 videos/month‍
• Engagement Rate: 0.18%‍
• Growth: +1.09%‍
• Average Engagement: 15.2K‍
• Posting Habits: Once a week at 7 PM EST

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TikTok: A Pause in Activity, But 3.2M Followers Remain

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Matt Slays’ TikTok content was built around short comedic skits, lip-syncing, and father-daughter clips, often tied to trending sounds. His posts typically featured Zadie or included lighthearted remakes of viral videos, adding a personal or humorous twist. Although the platform still shows a large follower base of 3.2M, there has been no new content in over six months. His TikTok now functions more as a dormant archive of past family humor than a current engagement tool.

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Many of Matt’s previous TikToks mirrored the themes from his YouTube videos—escape rooms, silly disguises, and challenge outcomes—often repackaged into 15-second moments. He excelled at repurposing YouTube footage to fit TikTok’s fast-scrolling style, creating cohesion across platforms. This approach helped drive discovery without requiring entirely separate production. While no longer active, these videos continue to reflect his creative flexibility and past impact.

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• ‍Username: @matt.slays‍
• Influence Score: 13.8/100‍
• Followers: 3.2M‍
• Activity: 0 videos/week‍
• Engagement Rate: 0%‍
• Growth: 0%‍
• Average Engagement: 0‍
• Posting Habits: Once a year at 5 PM EST

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Instagram: Consistent, Family-Oriented Highlights

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Matt Slays uses Instagram as a personal diary that documents family milestones, behind-the-scenes filming, and emotional reflections. His 720K followers engage with intimate moments—like Zadie’s birth, holidays, or major life announcements—through photo carousels and video clips. His tone is sincere, often writing heartfelt captions about fatherhood or celebrating family achievements. These posts create a strong emotional bond with his audience, especially parents.

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He averages 3 posts per month, favoring morning uploads 12 PM EST for reach. His engagement rate stands at an impressive 5.27%, with over 38K interactions per post, signaling deep community investment. Rather than volume, his strategy prioritizes significance—each upload marks a real event or video release rather than filler content. His Instagram supports his YouTube ecosystem by offering a more vulnerable and humanized counterpart to the scripted video content.

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Matt often uses Instagram to tease new YouTube episodes or share reaction images and set photos, giving fans a peek into production. His visuals are polished but personal, often featuring coordinated outfits with Rebecca or playful shots of Zadie. The platform also serves as a tag point for brands—he’s previously tagged Walmart and Ivy City Co in family-oriented fashion posts. These brand tags are subtle and organic, usually tied to a specific life event or holiday.

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While his Instagram feed remains curated, his captions provide raw reflections—such as his People Magazine announcement about becoming a father. This blend of polished visuals and heartfelt writing strengthens follower trust and positions him as a relatable creator for parenting campaigns. The platform is also a prime candidate for partnerships looking for static visuals or story takeovers anchored in real family life.

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• ‍Username: @mattslayss‍
• Influence Score: 91/100‍
• Followers: 720.7K‍
• Activity: 3 posts/month‍
• Engagement Rate: 5.27%‍
• Growth: +1.64%‍
• Average Engagement: 38K‍
• Posting Habits: Once a week at 12 PM EST

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Twitter (X): Inactive But Still Branded

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Matt Slays maintains a modest Twitter presence under @Matt4Music, primarily branded around his earlier music persona. His tweets are rare—none in the past year—and engagement is nonexistent. The account links to his Snapchat, Instagram, and YouTube, serving more as a directory for longtime followers than an engagement hub. His bio emphasizes belief in self, fatherhood, and his identity as part of the #slaybabies community.

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The last meaningful content push came years ago when he shared music-related thoughts or promoted early YouTube content. His current lack of posts and minimal interactions suggest Twitter is not part of his core strategy. Despite nearly 35K followers, the platform is now used more for branding consistency across channels. Its banner and handle match his other platforms, offering visual continuity but little active return.

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• ‍Username: @Matt4Music‍
• Influence Score: 9.6/100‍
• Followers: 34.9K‍
• Activity: 0 tweets/week‍
• Engagement Rate: 0%‍
• Growth: -0.02%‍
• Average Engagement: 0‍
• Posting Habits: Once a year at 7 PM EST

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Matt Slays’ Social Media Influence Summary

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Matt Slays earns a Favikon Influence Score of 9,174 points, ranking in the Top 1% in Instagram United States (#2074), Video Entertainment United States (#284), and globally in Video Entertainment (#1518). His Instagram and YouTube performance lead his rankings, showing consistency in both engagement and family reach. He stands out among family creators for producing video content that balances safe humor, episodic storytelling, and co-parenting narratives. His authority score places him just behind top creators in the parenting and entertainment verticals, especially within the English-speaking U.S. audience segment.

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Learn more about the Favikon Methodology here

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Content Strategy: Skits, Series, and Storytelling

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Matt’s content strategy is anchored in episodic YouTube challenges, co-starred by family members and extended creator friends. His family skits often involve puzzles, hidden clues, or themed gameplays, such as “last to leave” or “real-life treasure hunts,” all edited for maximum suspense and comic relief. This approach drives loyalty among kids while keeping parents engaged.

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Reachability and Partnerships

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Matt Slays is highly reachable for partnerships focused on family entertainment, parenting, and lifestyle. His brand-safe content, strong engagement on Instagram (5.27%), and consistent weekly YouTube uploads make him ideal for long-term product placement or episodic integrations. Previous collaborations with Walmart and Ivy City Co were embedded directly into family vlogs or milestone posts, creating natural brand associations. His audience of parents and children is especially receptive to toys, family apparel, and home goods.

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His estimated cost of $10K per post reflects macro-level influence with targeted demographic alignment. Unlike creators who operate across mixed content types, Matt’s niche is focused, making brand messaging clearer and less diluted. His storytelling approach allows products to appear as part of challenges, gifts, or parenting solutions, increasing relatability. With an active network of parenting creators, Matt also enables collaborative campaigns with Rebecca Zamolo or the Game Master series, amplifying reach.

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Conclusion: Building a Story-Driven Family Brand Through Creative Parenting Content

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Matt Slays has carved out a niche as a top-tier family adventure creator with a focus on fun, clean entertainment that spans generations. With over 8 million YouTube followers and strong Instagram engagement, he is a consistent and creative performer in the parenting and entertainment space. His video-first approach, paired with selective brand partnerships, makes him a reliable choice for advertisers targeting families and young viewers. Matt’s influence is backed by strong authority rankings, high audience trust, and a content style that celebrates joy, imagination, and togetherness.

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