🎬 TikTok 2.0 and the future of vlogging

why Paris is always a good idea

You are cordially invited to this week’s brew of High Tea, your dispatch of 🔥 internet culture served piping hot. This week: the future of vlogging with creator du jour Victoria Paris, the anti influencer making serious noise on TikTok.

Drink up! 🐸☕

p.s. if you’re not a paid subscriber, here’s what you missed from this week’s Bucks Fizz: our Thursday dispatch covering the best of TikTok’s unsigned and emerging talent.

🥂 KiNG MALA, BLÁNID & Beach Bunny


what we’ve been sipping on

Last Sunday, you’ll remember we dove into the business of being relatable with our bae and YouTuber of the moment, Emma Chamberlain: businesswomen and creator extraordinaire. We named her 2021’s lockdown queen (yes, we did that 💅) based on her ability to serve up the simple delights of the everyday mundane via her take on the tell-all, no frills, #nofilter medium. We are, ofc, talking about the humble vlog: a well established content format that is truly having a *moment* during the panini. Why? It’s officially ~arrived~ on TikTok. 

overheard on the fyp 🐸☕️

This week creator and agency owner, Logan Welbaum (@plai.io) posted the news that TikTok is trialling three new features, and to say we’re shook is an understatement. We’ll pause here and say, although this hasn’t been announced yet by TikTok itself (despite rumors circling for some time) Logan’s info comes straight from the app's official virtual creator meetup which he attended this week – and he has the receipts to prove it 👀.  Let’s dive into the new beta features claimed to be in the works:

▶️ Playlists: Still 👀 for Part 2? With playlists you can split your videos into themed playlists means your audience never has to go searching. 

📝 Captions: +1 on accessibility

⌛️ 3 minute long videos: Now no longer just limited to 60 seconds, TikTok is opening up its prime real estate to longer form creators looking to share content that might otherwise be housed on YouTube alone. 

why longer form is an interesting move for TikTok

You’ll have heard, “TikTok is the new YouTube” being brandished about as of late and as curators of the tea (🐸 ☕️) it would be unwell of us not to comment on this presumptuous take. Where best to start than to showcase a creator achieving substantial growth on the platform with their novel takes on vlogging, which we think, coupled with the news of the three minute video limit, represents a seismic shift in the way TikTok can start to harness the power of long form to complement its already robust short form content creation and distribution engine. Buckle up pals, we’re off to NYC. 

the future of daily vlogging: Victoria Paris

Victoria Paris is the moment. And you can quote us on that. If some of you are scratching your heads and thinking...who?!...we’ll allow you for a hot sec, because 4 months ago @victoriaparisf, the TikTok star in the making, did not exist. From 0 to 800,000 followers in the space of 4 months, we’re here to tell you that it pays to pay attention – blink and Victoria will be celebrating the 5 million follower milestone with an Emma Chamberlain collab (you can quote us on that too). Started from the bottom now we’re here? Let’s dive into Victoria’s secret sauce: content, chaos and no filter creatorship.

👀 Two weeks in the life of Victoria Paris: daily follower growth on TikTok, via Social Blade

Victoria started her TikTok “on a whim” as a way to drive traffic to her depop store and, after gaining some traction on the platform, decided to pivot her content to an average of 30 daily uploads of her life as a twentysomething in NYC. If this is a conversation about work ethic in the age of the creator economy, you’ve found Gen Z’s embodiment in Victoria; often uploading multiple times an hour, leaving no stone unturned. Scrolling through Victoria’s TikTok is a true day in the life of a 22-year-old multi-hyphenate, navigating her experiences of everything from balancing school work to an unfaltering workout routine and mischievous adventures in the city with Suede Brooks, her co-collaborator in crime. 

Via @victoriaparisf on TikTok

In any given 24 hours, Victoria invites us to come along and experience a day in her life: sometimes it’s a quick run to the deli for a bagel, or picking out a thrifted fit for dinner or pep talk, almost always delivered from the stair climber at Equinox. Victoria picks up her camera (aka iPhone) from the minute she wakes up to the minute she goes to sleep, from a tutorial for her signature blue agave iced coffee, to waking up on her floor at 5am with a hangover from the previous night’s well-documented activities. 

TL;DR Victoria Paris is the future of daily vlogging. She’s pioneered her own unapologetic, unfiltered and uncompromising style of content creation on a saturated platform known for its stylized and choreographed trends. But Victoria doesn’t need a soundtrack or a dance routine to maintain her relevancy, which is cultivated in bite-size chunks and delivered in 60 second portions. Victoria has succeeded in making the everyday look extraordinary - not through gimmicks, good lighting and clickbait – but through elevating the experience and engaging her audience at every step of the way. 

Community is key: the comments section of a typical Victoria Paris TikTok 

Victoria’s genuine commitment to her blossoming community might help explain why she’s been gaining ~16,000 new TikTok followers each day over the past month, as well as *wait for it* an average of 1.1 million likes...on TikTok...per day. Victoria’s comment section reads like a massive group chat with self-proclaimed fans (“Victorians”, fyi), often with eagle-eyed viewers leaving questions for their “bestie” that are used to inform future content thanks to TikTok’s brilliant Q&A function. 

Unlike other prominent figures across the current influencer landscape, Victoria operates as the almost ‘anti-influencer’ of sorts; giving us VIP access to her life in all its delightfully chaotic and messy glory. We get to ride shotgun through an open terrain free from hashtags and filters with transparency at every turn. It’s bestie vibes only for Victoria Paris. 

Oh and in case you were wondering? Her depop store is a total sell out – naturally.

With 3 minute long videos on the horizon, we think TikTok’s flirtation with long form content will only help propel Victoria even further into the spotlight. With vlogging no longer stuck within the confines of YouTube, nor needing the heavy editing in Premiere Pro, creators like Victoria will be able to offer fans a mixture of transition-heavy hot takes and short skits mixed with the more in-depth, stream of consciousness content Gen Z crave, all in one app. If you’re talking about capturing mind-share online folks, this is surely it. 

📈 TikTok followers: 843K

▶️YouTube subscribers: 32.7K

❤️ IG Followers: 181K 

🎬 Average upload: 30-50 TikToks per day.

🤩 Audience growth in 30 days: +480K


Okay you made it, now you go out and enjoy the weather with inspo from High Tea favorite, Max Balegde – you’re welcome. 

ttyl,

Alice & Faye

emma chamberlain & the business of being relatable

“mom, I am a rich man"

You are cordially invited to this week’s brew of High Tea, your dispatch of 🔥 internet culture served piping hot. This week: the self-made millionaire who has content, creatorship and company building in the (coffee) bag at 19. 

Drink up! 🐸☕

p.s. if you’re not a paid subscriber, here’s what you missed from this week’s Bucks Fizz: our Thursday dispatch covering the best of TikTok’s unsigned and emerging talent.

🥂 Olivia Rodrigo, Chloe George & Pinkpatheress


Emma Chamberlain. That’s the tweet. If you’re looking for the Gen Z it girl to rival all it girls, then look no further. You’ve made it, you’re home. From launching her YouTube channel in 2017, to being awarded the Streamy for Breakout Creator in 2018 and earning a place on TIME 100 Next List in 2019, Emma’s trajectory from San Fran DIY high schooler to “the most talked-about teen influencer in the world” has been nothing short of extraordinary. 

This week, Emma hit the milestone of 10 million subscribers on YouTube, after *checks notes* just shy of 4 years on the platform. So, how did we get here? 

▶️ 10 million subscribers (1.35B views) 

🎥 9.7 million TikTok followers (298.3M likes) 

📸 12.5 million Instagram followers  

🎙️ Podcast queen: Stupid Genius 👉 Anything Goes (Shorty Award for “Best Podcaster”) 

☕ Business empire: Chamberlain Coffee 

2017: the “how to” Pinterest era

On June 2 2017, 3 weeks after her 16th birthday, Emma Chamberlain uploaded her first YouTube video. These early videos, posted on a schedule of almost daily uploads, include the epitome of mundane West Coast teenage experience; thrift hauls, DIY Pinterest tutorials, Target vlogs and the well trodden path of the “day in the life” genre. Videos titled “first time driving alone”, “what I eat in a day” and “summer essentials 2017” established Emma’s early content calendar as one filled with nothing more than a teenage gal sharing her life with the internet. 

It’s hard to divorce “the internet” from Emma’s current audience of 10 million eagle-eyed viewers, but let it be known that after a month of consistent uploads, Emma Chamberlain had 80 subscribers. Nevertheless, she persisted 👇 

The last line of Emma’s video description for her “What’s the Best AFFORDABLE Vlogging Camera??” video, uploaded July 1 2017

By the end of July, Emma went viral for the first time with “we all owe the dollar store an apology”, which took her from 4,000 subscribers to 150,000 in the space of the month. One hit wonder? Think again. Turns out this growth pattern would continue, with ~100K new subscribers a month until Emma hit one million in April 2018. But hang on, we ain’t done with 2017 just yet. 

Emma’s freshman year on YouTube was also one that introduced us to her signature coffee obsession with “EMMA’S LEGENDARY COFFEE RECIPE” in August 2017 – a theme that would become a staple feature of her vlogs (more on this later 🐸☕️). While Emma continued to find her content rhythm throughout the summer, there was one consistent narrative front and centre in her uploads: self deprecation (aka the cornerstone of Gen Z relatability). And so, Emma Chamberlain the brand was born. 

2018: the Emma Chamberlain YouTube takeover 

 “My school was like, ‘You are going to be a failure.’ And I was like, ‘Watch. We'll see.’" Emma Chamberlain, High Snobiety

After closing out 2017 by dropping out of high school, and with a first collab under her belt (Cody Ko, for the record), Emma was officially a full time YouTuber at 16. And if we’re talking about leveling up, 2018 was Emma’s year. This was the era that anticipated the 2019 takeover of the VSCO girl; messy buns, carmex and iced coffee in mason jars. Yeah, Emma really pioneered a style that would dominate mainstream culture for an entire year to follow. The content of this era was marked by Emma’s signature white captions (Arial font in white, iykyk) and the invention of “me editing:” clips, interrupting the action of the vlog with key moments of first person narration and self reflection from Emma, often editing from bed at 5am. 

This era was defined by Emma letting us into the entire process surrounding her content and its creation. It was chaotic, messy and a million miles away from the high production quality of other YouTubers seeking to mimic studio formats. From repurposing the exhausted Q&A format into a car mukbang with “let’s eat burritos and chat”, to “the truth about coachella (everyone else is lying to you)”, where by day 3 she declares “my body has been in excruciating pain the whole time”, is a marked departure from the YouTube elite and their cookie cutter edits.  

Mid April, when Emma hit one million subscribers (just 10 months after her first upload), she thanked her fans for sticking by her, at a moment that some viewed as a turning point in her career: “it’s always going to be me with my coffee, it’s always going to be me in the car, it’s always going to be me doing me”. 

“When I first started my channel I literally did it because I was sad and had no friends...now I feel like I have a bunch of friends” 

Through vlogs detailing all nighters filled with iced coffee and editing, photoshoots featuring “mental breakdowns” and “what really goes through a 17 year olds head (while in bed?)”, Emma Chamberlain turned relatability into a business model. 

“I’m here today with my daughter Emma Chamberlain...I just want you to meet her and be obsessed with her”  – Tana Mongeau, 2018 

By May 2018, Emma was collabing with Tana Mongeau at Playlist, sarcastically shooting the shit about high fashion (“yeah...I know high brands”) and the Dolan twins (“I was a Dolan stan...they’re just too hot for me”). By August, after her move to LA, Emma was in a collective with the Dolan twins (10.6M subscribers) and James Charles (25.6M subscribers). By summer 2019, Emma was getting papped by the Hollywood Fix on her “relationship with Ethan Dolan”. As for “high brands”, well Louis Vuitton and Paris Fashion Week have something to say about that. Manifestation? Emma was the blueprint. 

Emma’s most watched vlogs of all time, featuring 2018’s Sister Squad – James Charles, Ethan and Grayson Dolan

As for subscribers, brace yourselves: 

👉 April 2018: 1 million

👉 June 2018: 2 million

👉 July 2018: 3 million 

👉 August 2018: 4 million

👉 October 2018: 5 million

👉 December 2018: 6 million 

2019: from VSCO girl to Louis Vuitton  

Emma’s 2019...okay where do we start? First came the collab with High Tea fave JoJo Siwa (12.2M subscribers), swiftly followed by getting shipped off to Paris Fashion Week in March by Louis Vuitton (“this sounds like it’s a joke”). Of course, Emma starts the Paris vlog with “let’s make a coffee and discuss what’s going on today”, as she prepares to get flown round the world to rub shoulders with Karlie Kloss. bUt fAmE cHaNgEd hEr. We think not. 

In June, W Magazine named Emma “the most interesting girl on YouTube”. A month later, The New York Times declared that Emma Chamberlain was “the funniest person on YouTube”. If that wasn’t enough, in the same month TIME named Emma one of the “25 most influential people on the internet”. By October, Emma was back in Paris (“i don't know how i keep getting invited to these things but i am so grateful”) courtesy, once again, of Louis Vuitton.

"Chamberlain pioneered an approach to vlogging that shook up YouTube's unofficial style guide”TIME

Of course, it would be remiss of us not to dive into some of the incredible partnership$ that set the course for her global takeover. 2019 was experimental for Emma, with the launch of her infamous Snap creator show: Adulting; the sunglasses collection with Crapeyewear; the #MyCalvins campaign and ofc, the infamous Target collab with Gen Z favorite, The Office’s Angela Kinsey, aka Angela Martin (generating 27M views for Target 👀). 

A year after being named Breakout Creator at the Streamys, Emma was crowned 2019’s Creator of the Year. What a wild 12 months, right? But wait, we ain’t finished. Emma had one more surprise in store for us before the year was out: Chamberlain Coffee. Grab your mug, we’re diving in 👇

Emma Chamberlain: the mogul 

Now High Tea pals, it hasn’t escaped our notice that the internet has been brimming with the busine$$ bops of Gen Z blokes of late, specifically TikTok’s Josh Richards, Griffin Johnson and Noah Beck as they launch their newest venture fund, Animal Capital and Jake Paul’s launch of The Anti Fund, the self-proclaimed ‘piggy bank for unicorn companies.’ We’re here to tell you that despite the lack of attention for her pivotal milestone this week (10M for a YT, no Vanity Fair article out) Emma is making the $ moves too, $8M in 2020 to be exact (according to Celebrity Net Worth). Scaling independently, away from the constraints of big brands and VC’s managing partners, Emma Chamberlain is quietly building one of the biggest creator businesses: primed for longevity, free from scandal and, ofc, infinitely caffeinated. Oh pals, you are in for a treat. 

☕️ 2020: the (coffee) grounds for success

It was early 2020 when Emma was named “the most popular girl in the world” by Cosmopolitan and shortly broke the internet with the magazine’s February cover (honestly, we don’t think we’ll ever recover). Lest we forget, it was also at this point she was earning up to $2M a year from her YouTube alone (according to Social Blade) and coupled with the brand deals and her own ventures, Emma Chamberlain ~the brand~ was a multi-million dollar business in its own right. Coffee was not only a major part of her video content, it was an extension of her brand. 

Capitalizing on coffee meant she could also provide an incredible touch point with fans who wanted to buy into (literally) her way of seeing the world. Forget merch lines (the dad caps and the branded sweaters – altho she does have those too 💅), Chamberlain Coffee is a vibe manifestation of her authentic Sunday vids that tangibly percolates beyond the confines of YouTube or IG to cement her status in the IRL. 

It’s no surprise that Google search term interest for Chamberlain Coffee is highest after she posts a vlog on Sunday, with 75% of social traffic to the chamberlaincoffee.com site coming directly from her YouTube channel compared to the 19% from her IG. Coffee is not just an #aesthetic, it’s a collective action that helps us celebrate the mundane and enjoy the small things during quarantine. 

Announcing its launch in December 2019 via a YouTube vid (ofc, what else), in which she says: “this is one of the coolest things I’ve ever done because if you know me, you know I’ve been passionate about coffee forever”, the Chamberlain Coffee line started off with Emma’s steeped coffee bags (a staple in her vids) perfect for cold brew in her signature iced coffee. Fast forward to less than a year later, and we got what we’ve all been waiting for: an entirely re-branded Chamberlain Coffee with both ground and whole bean preparation options to brew the perfect cup. 

Now if you’re reading this thinking, it’s a coffee brand – so what? We’ll have to stop you right there. Do you think Starbucks would ever have its Gen Z sippers flaunting its temporary tattoos? That’s right, we didn’t think so.

2021: our lockdown queen 

“here’s me doing boring stuff and filming it lol” – Emma, on her YouTube channel

Quarantine brought new challenges for many YouTube influencers with new imposed limits to content creation meaning no influencer collabs allowed 🙅‍♀️. Ofc, there were many that flunked this rule due to relying heavily on shared social capital of others for their clout (*cough* James Charles *cough* Sway Boys *cough*). But Emma doesn’t need such gimmicks. YouTuber Bretman Rock said it best: “If you need costars, you’re not the star” and for Emma, lockdown allowed her to make the easiest transition back to her solo creator roots. What does this mean? One word: vlogging. And it’s really working in her favour. 

“As I get older, I feel like hanging out with people is less efficient. It’s harder for me to justify doing pointless things with people. It's weird. It's kind of a waste of time.”

“But even by herself, she’s constantly aware of the outside gaze: Any time she applies makeup, makes a smoothie, tries clothes on, she knows she could be putting it to camera and turning it into clicks. “There is that pressure where you're like, ‘Okay, I have no excuse not to be filming everything I'm doing,” she says.” – Emma Chamberlain, High Snobiety 

Authenticity = creating content that doesn’t pretend to be something it’s not. Emma is at home all day like the majority of the world and she doesn’t feign otherwise. Instead, she invites us to share in our collective boredom and find happiness in the at home routine. What does this look like? Two words: skincare and caffeine. Chamberlain Coffee features in every vlog with Bad Habit Beauty a close second. Emma is not only Bad Habit’s ambassador but also the brand’s Creative Director. She calls the shots. She writes the checks. 

There’s a theme here folks and it’s ownership and control. We saw it with Addison Rae (cc: the unstoppable Addison Rae) launching her music career without a label, we saw it with Charli D’Amelio investing in Step and we’re seeing it with Emma and Chamberlain Coffee and Bad Habit. 

Our TL;DR? Sleep on Gen Z *women* creators at your peril. They’re making $$$ moves, pioneering new editing styles, reaching millions of followers and quietly building their own multi-million dollar empires – no LP required. 


Okay, you made it, now you can get back to ordering a fresh batch of Chamberlain Coffee. ☕️

ttyl,

Alice & Faye

🦐 what in the cinnamon crunch

ca$h me in the metaverse

You are cordially invited to this week’s brew of High Tea, your dispatch of 🔥 internet culture served piping hot. This week: clout chasing for crypto, NFTeases and cash us outside in the Suez Canal.

Drink up! 🐸☕️

“BIRTH OF BHABIE” by Serwah

p.s. if you’re not a paid subscriber, here’s what you missed from this week’s Bucks Fizz: our Thursday dispatch covering the best of TikTok’s unsigned and emerging talent.

🥂 Mike Posner, Charli XCX & Lily Williams


what we’ve been sipping on:

📈 Clout chasers welcome

Drum roll pls folks: there’s a new asset class in town. Ever discovered a creator before they blew up, but only have a couple of bookmarked tweets and TikToks to prove it? 🙋‍♀️ Now you can flaunt your badge of honor with BitClout, the new type of social network that allows you to buy into a creator’s potential via Creator Coins, a new crypto asset on its own custom blockchain directly tied to their reputation in the zeitgeist – did you get all that? Phew. For example, Kim K has her own coin (although she hasn’t claimed it yet, but we think she should) and the value will rise and fall in relation to her cultural relevance. And it’s not just Kim, the top 15,000 Twitter profiles have been uploaded to the platform, so even without the bigwigs knowing or caring, people are trading their worth online. 

With BitClout on the blockchain, the difference is consumers can prove they were a superfan, long before their faves became a hot commodity. Imagine also the benefits for big time creators: they gain immediate visibility into their earliest stans (those with the largest amounts of their coin) and can reward them for their support. Ofc, it would be amiss for us not to highlight how some are incredibly wary of BitClout’s launch, especially in the way it asks for ‘forgiveness not permission’ to upload creators to its pseudo stock market, plus the way BitClout can only be paid for using BTC, and once users put their money in, there is no way to swap it back yet – awk.  BUT despite the initial launch kinks we think this is a huge development in the creator economy space. One 👏 to 👏 watch 👏

👶 ETH ME OUTSIDE

My name Bhad Bhabie, bitch

Who is you?

If you were somewhat absent from the golden era of internet circa late 2016-17, you might have missed the birth of one of the biggest memes of the last decade, courtesy of one Danielle Bregoli. TL;DR then 13-year-old Danielle appeared on an episode of Dr Phil, coining her trademark phrase: “cash me outside, how bout that”. Following the entry of the now infamous meme into the zeitgeist hall of fame (2017’s most searched meme according to Google), Danielle was signed to Atlantic Records in 2017 as Bhad Bhabie, becoming the youngest female rap artist to debut on the Billboard Hot 100

“ALIEN BHABIE” by Harriet Davey (via  ethmeoutside.com/

2 billion streams later, a cash me outside retrospective has landed to coincide with Danielle’s 18th birthday (yep, we feel ancient too). “ETH Me Outside” is a week-long NFT drop, in partnership with Flue Block Arts, happening  across 3 platforms with the promise to “own a piece of internet history”.  Claiming to be “the biggest meme ever auctioned as an NFT”, Bhad Bhabie’s collection is the latest drop in the ‘meme economy’ space, following the sale of Chris Torres’ “Nyan Cat” last month, for 300 ETH (~$590,000 at the time). 

🦄 Rec Room to the moon! 

Yes folks, you didn’t think we could go this dispatch without mentioning it did you 🐸☕️? This week, Rec Room announced its recent $100M funding round, making it one of the first VR platforms to hit unicorn status at a $1.2B valuation (!). Growing rapidly even before shelter in place, the gaming platform now boasts a 566 percent increase in revenue and over 1 million monthly active VR users, joining the likes of Roblox and Minecraft in stealing the hearts and the eyeballs of Gen Alpha and Zs. Oh and ICYMI, Rec Room is a career now (a la Roblox) and we can’t wait to see just how it engages its creators on the platform to support their growing in-game economy. 

🚢 Miss boat, are you okay?

You already know it’s been *a week*. Like, a container ship longer than the Eiffel Tower getting stuck in the Suez Canal kinda week. And yes, we’re all thinking of that three-point turn scene from Austin Powers. Don’t @ us. If you can’t quite grasp the absolute enormity of the task to free the Ever Given vessel, let us help: we’re talking about a 220,000-ton ship blocking $7bn of goods per day from passing through the Suez. Yes, that’s 12% of global trade passing through a 120m canal. Help. 

If that wasn’t bad enough, now there’s a traffic jam in the Red Sea of more than 150 huge shipping vessels, carrying everything from live cargo to crude oil, with no definite end in sight. Memes ofc have been a plenty, but our winning submission is High Tea fave and TikTok celebrity, Sophia Smith Galer with her Suez sea shanty, which has already blown up on TikTok with 2.1 million views in 24 hours: 

🎤 Call me when you want, call me when you need  

“I spent my entire teenage years hating myself because of the shit y’all preached would happen to me because I was gay. So I hope u are mad, stay mad, feel the same anger you teach us to have towards ourselves.” Lil Nas X

If you’ve been MIA from the internet this week then you’re forgiven for missing the phenomenal release of “MONTERO (Call Me By Your Name)” by Lil Nas X, becoming his fastest song to hit one million likes on YouTube and securing #1 on iTunes and #2 on the US Spotify Chart.  You also might have missed Addison Rae’s debut on Jimmy Fallon. Did someone say...lip sync? We can’t possibly comment without our legal team present. But, we do like to comment on music and TikTok...a lot. Subscribe to our Bucks Fizz newsletter here


Okay, you made it, now you can join us in obsessing over this masterpiece:

ttyl,

Alice & Faye

Loading more posts…