Could this be a changing of the guard in the space of digital creators?
Variety reported that TikTok has signed on to become the main sponsor of VidCon 2021, succeeding YouTube, which has been the main supporter of the event since 2013.
According to Variety:
“TIC Tac has signed on as title sponsor of VidCon US 2021, which is scheduled to return to the Anaheim Convention Center from October 21-24. YouTube said it will still be in the mix among secondary sponsors, but the change marks a shift in the event – and more broadly, the creator economy – to embrace multiple platforms. “
Indeed, with TikTok as the main sponsor, the leader in the short video is also a key point in the VidCon calendar.
This indicates the growing opportunity for creators on the platform and the growing popularity of the app. YouTube, of course, always offers more lucrative monetization options for creators, but as TikTok continues to evolve and expand its e-commerce and influencer marketing opportunities, it is becoming a more recognized space for discovery. and the growth of creators. Which could become a key consideration in the race to retain top talent.
YouTube is well aware of the threat TikTok poses in this regard, which is why it has launched its own TikTok-style option, as its Shorts feed has recently been expanded to more regions. YouTube says Shorts already accounts for up to 6.5 billion daily views – up from 3.5 billion at the end of 2020 – while it is also launched a new $ 100 million fund to help top short film makers and provide more incentives for short film posts.
YouTube’s focus on shorts underscores the concerns it has over TikTok, which continues to add more and more users every month, and while VidCon’s sponsorship is just symbolic in this regard, it still seems relevant. This association, especially among video creators, could play an important role in improving TikTok’s status and building its community.
Ultimately, the best creators will eventually turn to the platforms that offer them the most earning potential, which is where YouTube and Facebook are likely to gain in the long run. But TikTok’s enduring popularity is important – never before has an app challenged big players in the same way. Vine at its peak had 200 million users, while TikTok is now approaching its top billion in assets.
In that sense, this is an important announcement – especially considering this element:
“As the title sponsor, TikTok will have the best talent and leadership participating in VidCon’s three tracks (Community, Creator and Industry) and will have the primary address spot. “
A direct line to the best video makers, where TikTok can present their offerings. Of course, YouTube is still the clear leader in video, but it’s a sound decision either way.