For Aaron Burriss, VidCon isn’t just an annual event – it’s a barometer for the entire creator economy. Having attended for over a decade, Aaron has witnessed the evolution of the creator economy firsthand. His experiences offer a unique window into the past, present, and future of digital content creation.

As we sit down with Aaron at VidCon 2024, it’s clear that his journey mirrors the maturation of the creator economy itself. From his early days of experimental video journaling to becoming a seasoned content creator with a dedicated fanbase, Aaron’s story is a testament to the industry’s rapid growth and enduring appeal.

“I’ve been on the platform in videos since 2006,” Aaron recalls, “but as far as my own journey [on Youtube] begins, probably since 2015.” It’s a journey that began almost by accident, with Aaron initially using YouTube as a personal video diary to cope with feelings of depression and isolation during college. “My handwriting just couldn’t keep up with the amount of thoughts I wanted to put out,” he explains. “So I found out that people would do video journaling.”

These raw, unedited videos became the foundation of Aaron’s content career. “Back in the day, it was literally just me sitting, talking to a camera. Long pauses, awkward scratches, picking my nose, scratching my head,” he laughs. “I was like, no one’s ever going to see this video.”

But people did see the videos. Encouraged by his brother to post the content publicly, Aaron was surprised to find an audience connecting with his honest, unfiltered approach. “Before I knew it I hit like 50,000 views,” he remembers. “And I was like, what?”

As his audience grew, so did Aaron’s approach to content creation. He experimented with sketch comedy, vlogs, and what he calls “extreme videos” – like taking a bath with $2,000 worth of noodles or making a costume out of a thousand airheads. This willingness to evolve and try new formats is a key lesson Aaron has learned over the years.

“I’d say patience. Your first video is not going to do well,” he advises aspiring creators. “It literally took me years before I got the hang of it. So I’d say patience. Keep going. Try as many times as you can. Film as many things as you can.”

This evolution hasn’t just been about content formats. Aaron’s journey has also been marked by significant personal and professional milestones, all documented and shared with his audience. From moving to California to pursue content creation full-time to meeting his wife, fellow creator Veronica, at a Playlist Live event in 2017, Aaron’s life has been intrinsically linked with the growth of the creator economy.

The decision to keep his relationship with Veronica private for several years, only to announce their dating, engagement, and marriage in quick succession, demonstrates the delicate balance creators must strike between their personal lives and their public personas. “We decided to focus on us first before we let everyone else in,” Aaron explains. This approach, he believes, made their relationship “super, super strong” before sharing it with the world.

As the creator economy has matured, so too has Aaron’s approach to his craft. He now views his videos as a legacy for future generations. “I very much like to think of my videos as videos for our future kids,” he says. This perspective has influenced not just the content he creates, but how he and Veronica approach their shared life on camera.

The evolution of Aaron’s content strategy also reflects broader trends in the industry. While he maintains a presence across multiple platforms, including Instagram, TikTok, and Snapchat, YouTube remains his “home base.” This multi-platform approach, with content tailored for each space, has become increasingly common as creators seek to maximize their reach and engagement.

“YouTube is my number one priority,” Aaron explains. “So what I try to do is cater to YouTube first, and then basically I take little pieces of that and I spread it around everything else.”

As his channel has grown, Aaron has had to adapt his production process. After years of handling everything himself, including a grueling two-year period of daily vlogging, he now works with an editing team based in the Philippines. This transition to a more professional setup is a common trajectory for successful creators, but it comes with its own challenges.

“You can’t expect anyone to get it right the first time, or the first month or the first two months,” Aaron advises creators looking to expand their teams. “Gradually lead them into it. And don’t be afraid to give notes.”

Similarly, Aaron credits his management team at Select Management Group with helping him navigate the business side of being a creator. “I probably wouldn’t be here right now,” he says of his VidCon attendance. “It’s nice because [Select] takes care of everything else that comes along with being a social media creator, and you get more [of a] chance to just focus on the creative.”

As we wrap up our conversation, it’s clear that VidCon holds a special place in Aaron’s heart. “Knowledge,” he says when asked what he’s looking to get out of the event. “And also meeting people, meeting fans. Every time I meet fans, it’s like a boost of energy.”

This enthusiasm for connecting with his audience and fellow creators is palpable. It’s a reminder that despite the industry’s rapid growth and increasing professionalization, at its core, the creator economy is still about human connection.

Reflecting on his journey, Aaron is grateful for the opportunities content creation has afforded him. “I wouldn’t be the person I am today without social media,” he muses. “Social media kind of gave me the chance to be who I want to be. And I don’t know. I’m just really grateful for social media and just the freedom I have to do what I want, be who I want to be, treat people the way I want to treat, help people like I can.”

As VidCon continues to evolve, Aaron Burriss’s journey from wide-eyed attendee to seasoned veteran mirrors the maturation of the creator economy itself. His story is a testament to the industry’s rapid growth and enduring appeal, offering valuable insights for both aspiring creators and industry veterans alike. In an ever-changing digital landscape, Aaron’s experiences remind us that authenticity, adaptability, and a willingness to connect remain at the heart of successful content creation.