TikTok Pushes Long Video at VidCon; Webtoon’s IPO

I’m at VidCon, where the Anaheim Convention Center is bustling and the mood is upbeat, even though it feels like brands and social apps shelled out less money for splashy pop up experiences and lounges than in the past. The displays did underscore how the creator economy is maturing, as more big brands get behind influencers.  

Fanta parked a bright orange truck outside the convention center promoting the relaunch of its “Wanta Fanta” campaign, reprising its popular TV jingle from the early aughts by using TikTok creators rather than TV ads. Fanta is one of the Coca-Cola-owned beverage brands shifting more of its spending on advertising into creators and social media, as I’ve previously written.