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Decked Media’s Adorian Deck Challenges YouTube-First Mindset

Decked Media CEO Adorian Deck, known online as the “facts guy,” is changing how content creators approach multi-platform distribution. From his roots running viral Twitter accounts to leading a company that helps creators expand their digital footprint, Adorian’s journey mirrors the transformation of the creator industry itself.

As the creator economy grapples with balancing long-form and short-form content across various platforms, Adorain shared his insights about it at VidCon 2024. His company’s approach challenges conventional wisdom, demonstrating that alternative platforms like Facebook can sometimes outperform YouTube in views and earnings for creators.

What Makes Decked Media Stand Out from the Pack

Adorian has been creating content since he was 13 – from YouTube videos to running a company that helps creators expand their reach across multiple platforms. His journey began with viral Twitter accounts, including the popular OMG Facts. “I created a couple of viral Twitter accounts. The most well-known one was OMG facts, where it just posted random fun facts,” the 31-year-old says. This early success led to the founding of Decked Media in 2011.

The company’s core mission is to help creators maximize their audience across various social media platforms. “We help syndicate across all the social media platforms,” Adorian explains. “But we’re going to be here for a long time, helping in whatever new way is necessary for the future.”

Decked Media differentiates itself through its creator-centric approach. Adorian emphasizes, “We’re very creator first, and we are creators ourselves.” According to him, this perspective allows the company to focus on meaningful partnerships and tangible results.

The company’s strategy involves repurposing content for different platforms to reach new audiences. “Decked will take YouTube videos, put it on Facebook or Snapchat and TikTok, to help find new audiences,” Adorian says. This approach has yielded results, with some videos gaining significantly more views on alternative platforms.

Adorian’s passion for supporting creators is evident in his long-term vision for Decked Media. “I get so excited doing anything possible to help creators reach further, do better things, and have more resources,” the CEO states.

Discussing Long-Form vs. Short-Form Content at VidCon 2024

VidCon started as a hub for YouTube and other online content creators. Over time, it has expanded to embrace talents from TikTok, Instagram, Twitch, and beyond. It organizes annual gatherings for digital creators, video enthusiasts, and influencers. The event includes Creator tracks, performances, meet-ups, and other activities. This year’s convention takes place from June 26 to 29 in Anaheim, California.

Adorian shared his insights on long-form versus short-form content at VidCon 2024 during the panel discussion “LONG, SHORT, VERTICAL, HORIZONTAL: DECODING DIRECTION & DURATION” on Friday, June 28, alongside Aaron Burriss, Tim Jablonski, Emmy Liederman, and Glenn Ginsburg. 

With his experience spanning multiple platforms, the industry vet clarified that complex topic for content creators. He noted the unique challenges creators face on platforms like YouTube, where they must choose between longer, more monetizable videos and shorter content that potentially reaches a broader audience.

Adorian’s perspective extends beyond YouTube, encompassing TikTok, Facebook, Instagram, and Snapchat. “They all have their long- and short-form formats. Some of them are more mixed together, like TikTok, where you don’t have two separate feeds for it,” he says.

Drawing from his personal experience, the entrepreneur highlighted the potential for success on less conventional platforms. “For me, I am a creator on my creator page. I make more money on Facebook than any other platform,” he reveals, challenging the traditional focus on YouTube as the primary platform for content creators.

Adorian aimed to help creators understand content distribution. “There are so many different options, and it’s confusing. And I’m excited to give some clarity,” he states.

Reflecting on VidCon’s evolution, he recognizes its growth from a niche YouTube event in 2010 to “the absolute representation of everything creator online,” emphasizing the event’s importance in celebrating creators’ impact on their audience and fostering new experiences and business opportunities.

How Important is Being Authentic for Driving Growth

Adorian identifies authenticity as a key factor propelling the creator economy’s expansion. “I think the authenticity versus traditional media, if we’re looking at the massive picture, is what is transporting this as fast as it is,” Adorian explains. He notes that the unique relationship between creators and their audience is unprecedented, driving significant growth in the sector.

The accessibility of content creation tools has also contributed to this boom. Adorain shares his personal experience: “I finally had my moment on TikTok, where I just wanted to experiment and say I miss talking about facts like I did back in the day. Four videos in, I just absolutely blew up. I got a million followers in 45 days.”

What Creator Economy Newcomers Should Know

For those new to the creator space, Adorian advises action and experimentation. “Just go and do it and then test everything,” he says, encouraging creators to pursue their passions while remaining adaptable: “It’s basically every single person has some interest. They watch somebody in a van in Colorado in the mountains and [decide to make] a YouTube channel of it.”

Adorian stresses the value of persistence and incremental progress. “You just have to take small steps in those situations to prepare yourself to [take] a step forward,” he says. “You’ll find a world of creation that you didn’t realize was possible. You won’t know until you’re there. So you just have to go one step at a time.”

Decked Media’s Role in Creator Success

Decked Media supports creators by helping them navigate the complexities of multi-platform content distribution. “We have a lot of conversations with our creators about… many of our creators are on Facebook and Snap with us, and they are just creating on YouTube, and they’re not thinking a lot about these other platforms and [the possibilities],” Adorian explains.

“There are ways to create that allow you to export to all sorts of different aspect ratios for all the platforms,” he says. This approach helps creators maximize their reach and impact across the digital space.

Sustainability and Future Challenges

Adorian envisions a future where the creator economy offers sustainable livelihoods for a broader range of individuals. “I believe that most people will be able to create a sustainable living being a creator,” he states. The seasoned entrepreneur sees the industry developing to create “an ecosystem of value that allows many more people to be happier and have better quality of lives, doing what they want.”

However, Adorian also highlights significant challenges that need addressing. He emphasizes the need for “more control for creators with the platforms” and “more support from the platforms dedicated to creators.” He points out the disparity in creator support across platforms, praising YouTube’s consistency while noting issues with other platforms like TikTok and Facebook.

The instability of creator careers due to platform policies is a major concern. “People are building careers and live off of this, and you can shut their lives down overnight, but it’s just not being prioritized,” Adorian explains. He sees potential in emerging organizations dedicated to empowering creators and addressing these issues.

Despite these challenges, Adorian remains optimistic about the industry’s future. He encourages new creators to take action, stating, “If you are someone who’s on the fence of creating something, take the freaking steps. I’m telling you, you will change your life for that.”

Cecilia Carloni, Interview Manager at Influence Weekly and writer for NetInfluencer. Coming from beautiful Argentina, Ceci has spent years chatting with big names in the influencer world, making friends and learning insider info along the way. When she’s not deep in interviews or writing, she's enjoying life with her two daughters. Ceci’s stories give a peek behind the curtain of influencer life, sharing the real and interesting tales from her many conversations with movers and shakers in the space.

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