Another year, another event claiming to be the best influencer event since… well the last.

But did it really live up to expectation or the scale of the VidCon LA?

In short. Not really no. It was all a huge void with not much happening.

Billed as “A Community Festival, Creator Conference, and Industry Summit all wrapped up into one experience, taking place on 14-17 February 2019 in London.” it sounds like the perfect place for creators to connect, fans to meet, plus industry professionals to get a deep dive into the world of YouTube, Instagram and TikTok etc.

But it wasn’t really… The main hall was a showcase for brands, with MTV and Adobe both having impressive stands, but lacking any real authority. Literally opportunities to snap an Instagram against a backdrop they didn’t really offer anything to anyone. Walking around the ‘main hall’ took 5 minutes, and really was in dire need of some direction… or brand support.

I was surprised to see neither Twitter, Snap, Facebook, Twitter, TikTok or any other similar brands took to the main hall – there was no presence from any social network platform, even with the whole event being key-sponsored by YouTube. There wasn’t a red play button in sight…

Meanwhile panel sessions often lacked in any answers. While led by key thought leaders in the designated areas, the talks I visited had odd mish-matched panel members who didn’t have much to say or add. Whether they didn’t know the answers or didn’t share I’ll never know… but it felt like a missed opportunity to give those who so heavily obsess over digital content a chance to get a little closer to their idols.

One panel member even asked out to the audience “So, if I have videos on YouTube, is that called a channel?” Much to my horror…

It was also quite odd to see that the workshops, talks and panel sessions were tucked away 4 floors up from the main hall… with guests clearly quite confused by the whole walk around of the venue.

The Excel Center can be confusing at the best of times, but with a vintage car show going on at the other end of the venue, plus hundreds of young kids with their parents hitting the location, it was swelling to capacity – and it didn’t feel like there was any thought of how to organise ticket holders through the venue.

I found the whole experience disappointing. After visiting the first VidCon Europe last year in the Netherlands I would have expected a step up, and a lot of learnings from the mistakes of an event in its infancy… but alas, this felt very much more of the same.

Did you visit VidCon London? Do you agree with my thoughts, or did you have a great time – I’d love to hear from you…