VidCon 2023 showed how much the line between creator and fan has blurred. Here are 6 top takeaways from the annual creator industry conference.
Different from years prior, where the divide between a fan and creator was more obvious and attendees came to meet their idols, at this year's event, many in attendance were there to learn and create content.
The rise of short video, and the ability to film and edit content in the palm of your hand, has lowered the barrier to entry, making it more accessible for anyone to be a creator.
Rather than crowding around the buzziest influencer, attendees were networking and trading tips. Many of the panels this year were centered around industry lessons, like tools for creators and tips for discovering new career paths.
TikTok's chief operating officer, V Pappas, resigned on the first full day of the conference.
The news shocked creators and industry leaders, and contributed to a tone shift around TikTok, as YouTube and its creators dominated this year's event.
Meanwhile, on Friday, TikTok's Singapore-based CEO Shou Zi Chew made a surprise appearance at the platform's exclusive creator lounge. Chew, who was seen surrounded by security as a line quickly formed around him, spent time meeting with creators and posing for photos.
Some of last year's top stars like MrBeast and Charli D'Amelio were absent from the conference this year. And a slew of popular YouTube and TikTok influencers — including Eric "Airrack" Decker, Emma Chamberlain, and Alix Earle — opted to instead attend the Cannes Lions International Festival of Creativity 2023.
In their place at VidCon, and drawing in large crowds of younger fans and families, were streamers and gamers like Dream, Ranboo, and Karl Jacobs.
Unlike previous years, when fans crowded around creators in the conference center, this year the crowds mostly stayed within the barriers of a panel or meet-and-greet line up. Few influencers were seen casually walking about the conference center.
For the second year in a row, the largest crowds were for featured players from Minecraft's Dream SMP — a popular creator collective.
One of the founders of the group, Dream, appeared on a panel with other streamers, which was held in the largest conference room and required an organized queue to streamline entry into the discussion.
Last year, Dream revealed his identity, which had been anonymous for much of his career online, on his YouTube channel in a now-private video. The creator said he "regretted the attention and hate" after showing his face, and is "walking it back." He had a new mask created, which he wore to the conference.
Late last year, Dream trended again after he was accused of grooming fans (he denied the allegations in a since-deleted tweet). The Washington Post technology columnist Taylor Lorenz spotted at least one protester at VidCon upset with Dream's appearance.
TikTok's CEO wasn't the only surprise guest at VidCon this year. A Logan Paul look-alike was seen parading around the conference center, surrounded by dozens of "security" guards.
Although it's assumed the tall blonde man was not the real deal, the doppelganger did cause a scene.
In 2017, Paul set up an unofficial meetup at VidCon, after he hid $3,000 around the conference center for fans. The scene turned into a dangerous stampede, and former VidCon CEO Jim Louderback discouraged any unofficial fan meetups going forward.
Social shopping took center stage.
While last year's VidCon was all about short-form video, this year's priority was social shopping.
YouTube Shopping hosted an installation inside the conference center, which was set up like a store and featured shops from brands including Nordstrom, as well as creator-owned shops like Simply Nailogical's nail polish collection, and Cassey Ho's fitness accessories line Blogilates.
The setup drew large crowds, and was frequently one of the most popular booths (besides Squishmallow's giant playpen full of free plushies).
Attendees were instructed to use the fictitious ATM — or slay-TM. Once inside, products were tagged with creators' names, and a QR code for more information.
The shop was a physical display of the importance of social shopping this year on YouTube, and shows that the platform is aiming to create buzz around these new tools.