Top creators, experts at VidCon 2025 share their success secrets
These are the creators with the largest followings on your favorite social platforms, from YouTube and Instagram to TikTok and Twitch.
VidCon has always been a crash course in internet fame. It's a place where creators trade advice, swap war stories, and figure out how to survive (and thrive) online. And this year, as algorithms shift, platforms evolve, and audiences grow ever more discerning, the creator playbook is being rewritten in real-time.
This year's VidCon schedule reveals what it actually takes to make it as a digital creator in 2025. Whether you’re just starting out or already juggling brand deals and burnout, there’s wisdom to be found at every panel, Q&A, and meet-and-greet.
We’ve rounded up the most useful, surprising, and brutally honest takeaways from today’s VidCon sessions. From niche-building to mental health boundaries to turning content into a long-term career, these are the lessons creators are walking away with — and the tips you’ll want to bookmark, screenshot, and maybe even live by.
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Curiosity is the foundation of video retention
Kai Plunk, the creator behind some of MrBeast's most popular videos, said during his masterclass "Why'd They Click Off" that strong video retention relies on understanding human psychology, solid planning before production, and using compelling visuals and sound design.
As with all the most valuable content, it seems, building a relationship with your audience is key — and you can do that through consistent posting and storytelling driven by curiosity. Retention isn't about flashiness; it's about quality.
Not all engagement is good engagement
Todd Beaupré, senior director of growth and discovery at YouTube, shared in the "YouTube Decoded" panel exactly how the platform's algorithm makes its recommendations.
Beaupré said the algorithm uses a system of collaborative filtering that takes everything it knows about a user to rank videos that will appear on suggested feeds. In addition to user data, it pulls from users with similar watch histories to suggest new content. With this information,
Beaupré says it's important for content creators to really understand their audience because not all engagement is good engagement. Dislikes on videos do matter and can affect a video's ranking.
This story will be updated throughout VidCon.
Mashable will be live at the Anaheim Convention Center this week, covering VidCon 2025. Check back in the days ahead at Mashable.com, where we’ll be talking to your favorite creators, covering the latest trends, and sharing how creators are growing their followings, their influence, and making a living online.
