Social media personality Alex Choi has captured the attention of millions by documenting the Pacific Palisades wildfire, earning 673 million views on Snapchat, according to Reuters.

Choi, 25, captured footage of fire-engulfed homes and flying embers while navigating fire zones on a dirt bike, including difficult-to-reach areas like Will Rogers State Park. His coverage notably featured an elderly resident who successfully defended his home with a garden hose, refusing evacuation as surrounding properties burned.

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News Consumption on Social Media

The creator, previously known for automotive content, including a controversial YouTube stunt involving a Lamborghini and helicopter fireworks, told Reuters that he aims to focus on documenting news events for social media audiences.

The move is seen as part of a wider trend that is changing how news, and other forms of content, are being consumed. According to Pew Research Center, approximately one-third of U.S. adults regularly obtain news from Facebook and YouTube, while platforms including Instagram, TikTok, X, and Snapchat serve as primary news sources for younger demographics.

Snapchat reports 443 million daily active users, with the majority aged 13-24. Reuters notes that this platform emerged as a key documentation channel during the wildfires, with reality television personalities Paris Hilton, Spencer Pratt, and Heidi Montag among those sharing their experiences.

Choi acknowledged his content strategy considers Snapchat’s younger demographic. “I make sure that all my stuff is not too disturbing to watch as a 13- or 14-year-old kid,” he stated, adding that his coverage “still delivers like eye-opening news to the younger audience that watches everything on a phone.”