#166: Taylor Lorenz – Investigating The Untold Story of Fame, Influence, and Power On The Internet.
Oct 3, 2023
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Taylor Lorenz, a technology columnist for The Washington Post and author of "Extremely Online," discusses the evolution of fame and influence in the digital realm. She reveals the origins of influencer culture and reflects on the rise and fall of platforms like Vine. Lorenz emphasizes the pivotal decisions made by YouTube that shaped content creation, while highlighting the often-overlooked contributions of women in the field. The conversation dives into creator economics, collaboration dynamics, and the emotional toll of navigating online fame.
The internet has transformed the concept of fame, allowing niche communities to have their own celebrities.
YouTube's most important decision was to prioritize collaboration and community building among creators.
The downfall of Vine was due to a mismatched vision with its founders, a hostile relationship with content creators, and complications from its acquisition by Twitter.
Deep dives
The Changing Nature of Fame and Celebrity in the Internet Age
The rise of the internet has revolutionized the concept of fame and celebrity. Today, it's almost impossible to get famous without the internet's help, even for traditional movie stars. The internet has become the primary platform for viral attention, and it has blurred the lines between fame and non-fame. Now, niche communities can have their own celebrities, and individuals can gain fame within specific online communities. Collaboration and community building among creators have become crucial strategies for success, as creators can support and promote each other to amplify their reach. Content houses and collaborative groups have proven to be effective in growing together and sharing expertise. The human need for social connection and collaboration makes these strategies beneficial for creators in the internet age. While the nature of fame and celebrity continues to evolve, the internet will remain a powerful tool in driving virality and amplifying recognition.
Safe Platforms for Creators
When it comes to building an online presence, some platforms offer more safety and reliability for creators. YouTube continues to be a safe bet, as it provides a stable and proven channel for growth. TikTok also offers opportunities for growth and discovery, despite concerns about saturation. On the other hand, platforms like Instagram can be riskier, as their algorithms and policies can change unpredictably. However, Instagram's Reels feature can still be leveraged for growth while being cautious about building a creator ecosystem solely on Instagram. Additionally, emerging platforms like Patreon and Substack offer opportunities for creators to build direct relationships with their fan base and foster a community-driven model.
The Rise and Fall of Vine
Vine played a pivotal role in shaping the current landscape of content creation on the internet. It kickstarted the trend of short-form video content and paved the way for platforms like TikTok. However, Vine's downfall can be attributed to several factors. The founders of Vine had a different vision for the platform, focusing on stop-motion animation and creativity rather than the funny videos and pranks that gained popularity. They also had a hostile relationship with their own content creators and failed to provide them with the recognition and support they desired. Additionally, Vine's acquisition by Twitter complicated matters, as Twitter faced its own challenges in handling content creators. This combination of factors led to the departure of Vine's biggest creators, who found success on other platforms like YouTube and Facebook.
The Power of Collaboration and Community
Collaboration and community building have become essential strategies for content creators. Joining forces with other creators, whether through content houses or loose collaborations, can provide mutual benefits. Sharing knowledge, swapping promotions, and trading brand deals can help creators grow their audience and amplify their reach. Effective collaboration allows creators to foster a sense of community, exchange ideas, and support one another. It also opens up opportunities for cross-promotion and audience growth. While the formalized content house model may not always be successful, informal collaborations and community-building remain valuable for creators in the internet age.
The Future of Celebrity in the Internet Age
The internet has fundamentally transformed the concept of celebrity and fame. The rise of social media platforms and content creation has led to the fragmentation of fame, with celebrities emerging within specific communities and niches. The distinction between traditional celebrities and online influencers has blurred, as both rely on viral attention and engagement. In this new landscape, collaboration, community-building, and direct connections with fans are crucial for creators' success. The internet has democratized fame, allowing individuals to build their own followings and communities. As the internet continues to evolve, the nature of celebrity will continue to change, but the power of social connections and online communities will remain central to the concept of fame in the internet age.
Taylor Lorenz is a technology columnist for The Washington Post's business section covering online culture and the content creator industry. She was previously a technology reporter for The New York Times business section, The Atlantic, and The Daily Beast.
Her writing has appeared in New York magazine, Rolling Stone, Outside magazine, and more. She frequently appears on NBC, CNN, MSNBC, CBS, and the BBC. She even appears in documentaries on Netflix, Hulu, and HBO.
