Meta Plans for Larger VidCon Presence Amid Growing Competition
As VidCon makes its in-person return to the Anaheim Convention Center later this month, Instagram parent company Meta is planning to have a sizable presence at the conference with multiple lounges, parties and panel sessions that will promote its IG Reels and AR/VR product offerings to content creators.
Meta will host five sessions at the conference — two of which will feature Dane Glasgow (Meta’s vp entertainment) and Jackie Pimentel (head of creator product marketing) on topics like the metaverse, creator monetization, and the creator.
Throughout VidCon, which takes place from June 22 to June 25, Meta will be taking over the nearby Hyatt hotel and pool with interactive installations that will feature the Meta Quest 2 VR headsets and Ray-Ban Stories smart glasses, as well as sets meant to serve as backdrops for creators making Reels content. Meta will have an exclusive “Reels Lounge” for creators at the convention center.
Meta will host its first poolside happy hour during VidCon on June 23 with a DJ set by Sickick, followed the next day by another happy hour from Meta’s Black creator program, We The Culture, with DJs Angel Dren. And on the evening of June 24, Instagram will host an off-site party with the “Big Energy” rapper Latto.
The company’s VidCon presence is a year after Meta CEO Mark Zuckerberg promised to pay $1billion in creator incentives , and Instagram head Adam Mosseri acknowledged the “stiff Competition ” coming out of YouTube and TikTok, which has compelled IG focus to video.
Although TikTok will be the main sponsor of VidCon this year, replacing YouTube as long-time sponsor, Justin Antony, Meta’s director for creator partnerships, hopes that the company’s presence will be attractive to creators looking to expand into AR/VR content.
“Nowadays, creators are less talking about the competition because [they’re] becoming much more platform agnostic,” Antony told The Hollywood Reporter. They use TikTok, Instagram, and YouTube. It’s not the case that creators only use one platform. They now use every platform to reach their audience. Because all these platforms support creators in meaningful ways .”
, I believe that all the competition actually makes us stronger.
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