In 2022, Expect More Cross-Platform Livestreaming from Creators on Long- and Short-Form Platforms

Gil Hirsch
Hirsch is the CEO and co-founder of StreamElements, the leading provider of engagement and monetization tools for live and Video on Demand (VOD) content creators. Prior to StreamElements, Hirsch was a product manager at Facebook, working on the new messenger, ads manager and ad targeting. Hirsch joined Facebook after they acquired Face.com in 2012, the leading face recognition AI company which he co-founded and for which he served as CEO.
In 2022, Expect More Cross-Platform Livestreaming from Creators on Long- and Short-Form Platforms
Photo by Stanley Li on Unsplash

TikTok’s short form videos are ideal for discovering new audiences. Meanwhile long-form platforms such as Twitch and YouTube are perfect for maintaining, engaging and growing a community of fans. The marriage of these elements will change the game for creators in the new year.


Take Twitch, for example: Its strength is that better-known creators can rapidly scale up. That’s because the platform’s discovery pages promote those with the most views, creating a flywheel effect where the more popular their content, the more they’re promoted, allowing them to rack up views and cement their popularity with their respective audiences.

TikTok, by contrast, provides smaller creators a better tool for becoming known. That’s because its feed-based, short-form model is powered primarily by looking at the audience's reaction to content, especially the viewer retention. As a result, there are far more opportunities for newcomers to blow up.

If you’re a creator looking to build an audience, it has become clear that embracing both of them is necessary to grow. In the coming year, TikTok creators who have had some success will migrate to Twitch or YouTube, where it's easier to build and maintain a community without having to compete with the world on a post-by-post basis. Streamers who have built their audiences on Twitch and YouTube will also move to short-form sites like TikTok to continue to grow their audience and bulletproof their personal brand.

The reason this dual platform approach is just starting to gain traction is because TikTok is still very nascent. It then got a huge boost during the pandemic and recently soared to over 1 billion users, elevating its status as a primary destination for the current generation. The key to success for any creator is to be where the audiences are and right now Twitch, YouTube and TikTok are where video consumption is happening.

Leveraging both types of video services will become crucial for creators looking to optimize their success, so expect to see it become the norm in 2022.

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Genies Wants To Help Creators Build ‘Avatar Ecosystems’

Christian Hetrick

Christian Hetrick is dot.LA's Entertainment Tech Reporter. He was formerly a business reporter for the Philadelphia Inquirer and reported on New Jersey politics for the Observer and the Press of Atlantic City.

Genies Wants To Help Creators Build ‘Avatar Ecosystems’

When avatar startup Genies raised $150 million in April, the company released an unusual message to the public: “Farewell.”

The Marina del Rey-based unicorn, which makes cartoon-like avatars for celebrities and aims to “build an avatar for every single person on Earth,” didn’t go under. Rather, Genies announced it would stay quiet for a while to focus on building avatar-creation products.

Genies representatives told dot.LA that the firm is now seeking more creators to try its creation tools for 3D avatars, digital fashion items and virtual experiences. On Thursday, the startup launched a three-week program called DIY Collective, which will mentor and financially support up-and-coming creatives.

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Here's What To Expect At LA Tech Week

Christian Hetrick

Christian Hetrick is dot.LA's Entertainment Tech Reporter. He was formerly a business reporter for the Philadelphia Inquirer and reported on New Jersey politics for the Observer and the Press of Atlantic City.

Here's What To Expect At LA Tech Week

LA Tech Week—a weeklong showcase of the region’s growing startup ecosystem—is coming this August.

The seven-day series of events, from Aug. 15 through Aug. 21, is a chance for the Los Angeles startup community to network, share insights and pitch themselves to investors. It comes a year after hundreds of people gathered for a similar event that allowed the L.A. tech community—often in the shadow of Silicon Valley—to flex its muscles.

From fireside chats with prominent founders to a panel on aerospace, here are some highlights from the roughly 30 events happening during LA Tech Week, including one hosted by dot.LA.

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