FT Tech Tonic Peak social media: The power of influencers
7 snips
Jul 18, 2023 
Josh Gabert-Doyon, a producer and field reporter, dives into the creator economy at VidCon. He discusses how social media is evolving from friendship to content consumption, as influencers gain power and seek independence from platforms. Kris Collins, a popular TikTok and YouTube star, shares her journey and team growth. Investors like Megan Lightcap highlight the importance of treating creators as businesses. The podcast explores monetization strategies, pay transparency advocacy, and the shifting dynamics of audience engagement in the digital landscape.
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Rapid Rise From Basement To Viral Star
- Chris (CallMeKris) rose from a hairdresser in her parents' basement to viral TikTok fame during the pandemic.
- She built a team (assistant, editor, lawyer, agent) and shifted to longer YouTube reaction videos that reach ages 12–25.
Creators Power Platform Revenue
- Creators earn from platform ad revenue shares and from brand deals that monetize audience attention.
- Platforms rely on a few popular creators to attract passive viewers rather than active social connections.
Live Brand Demos At VidCon
- At VidCon Chris promoted an editing-software brand on a platform with a camera arm and a live crowd.
- Brand deals included staged demos, live fan interaction, and prearranged content for the creator's channels.