Saturday, July 13, 2019

"At VidCon’s 10-Year Anniversary, Influencers, Fans, And Brands All Seem Ready To Leave YouTube Behind"

Ryan Broderick for Buzzfeed:

The YouTubers people care about can’t be invited because they’re all out of control. And the safer creators they did invite are all traumatized

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The short-form video platform, owned by Beijing-based artificial intelligence company ByteDance, has completely cannibalized VidCon this year. The app is responsible for both the rapper Lil Nas X’s record-shattering “Old Town Road,”

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TikTok was omnipresent at VidCon. The outside pavilion of the convention center quickly devolved into a TikTok playground, as tweens and teens recorded short videos with each other. There was a TikTok twin meetup. One kid with 6 million followers duct-taped a pair of sheet cakes to his feet to make a “walk a mile in these Louboutins” meme. At one point, a huge pack of 13-year-old girls chased a boy wearing a face mask through the crowd. The girls told BuzzFeed News that it was Chase Hudson, a 17-year-old TikToker with 2.8 million followers.

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YouTube threw a huge, well-organized bash, complete with multiple open bars and hot dog, chicken finger, and taco stations. Guests walked to the dance floor through a tunnel displaying the platform’s greatest hits, like Rebecca Black’s “Friday” and the Cut’s “100 Years of Beauty.”

By contrast, TikTok’s extremely sought-after and secretive party was thrown at a bowling alley in a shopping center around the corner. Hundreds of teens jockeyed for a spot in line amid a fog of phone cameras and Juul smoke.

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Beck gushed over how much success Chipotle has had recently on TikTok. The restaurant chain only has 18,000 followers at the moment, but it successfully activated a popular TikTok trend called the #ChipotleLidFlipChallenge.
And speaking of adventures in advertising: