Master plans for greater presence amid growing competition – The Hollywood Reporter

When VidCon in person returns to the Anaheim Convention Center later this month, Instagram parent company Meta is planning a sizable presence at the conference with multiple lounges, parties and seminars that will promote its IG Reels and AR/VR products. provided to content creators.

At the conference, Meta will host five sessions – two of which will feature Dane Glasgow, Meta’s vp entertainment, and Jackie Pimentel, creator head of product marketing, on respective topics like the metaverse and monetize creators.

During VidCon, which runs from June 22 to June 25, Meta will take over the hotel and the nearby Hyatt pool with interactive installations that will feature a Meta Quest 2 VR headset and Ray-Ban smart glasses Stories, as well as sets that serve as backdrops for Story creators. At the convention center, Meta will also have a “Reels Lounge” for creators only.

Meta will host its first ever poolside happy hour during its VidCon event on June 23 with a DJ set by Sickick, followed the next day by another hour of fun from Meta’s Black creator show , We The Culture, with DJ Angel + Dren. And on the evening of June 24, Instagram will be hosting an off-campus party with rapper “Big Energy” Latto.

The company’s VidCon presence comes a year after Meta CEO Mark Zuckerberg pledged to spend $1 billion incentivizing creators, while Instagram head Adam Mosseri acknowledged “the competition is tough.” ” from TikTok and YouTube forced IG to shift its focus to video.

While TikTok will be the main sponsor at VidCon this year, replacing longtime sponsor YouTube, Meta’s Director of Creative Partnerships, Justin Antony, expects the company’s presence at VidCon to garner attracts those looking to expand into AR/VR content and serves as a creator engagement program.

“Creators talk less about competitions these days because [they’re] becomes much more platform agnostic,” says Antony The Hollywood Reporter. “They use TikTok, they use Instagram, they use YouTube. Gone are the days when creators used only one platform – they are using every platform to reach their audience. So I think all the competitions really make us, the creators stronger, because all of these platforms are meaningfully supporting creators.”

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