TikTok recently hosted its inaugural awards ceremony in the United States, marking a significant milestone for the social media platform. However, the event was marred by technical issues, delays, and a notable absence of attendees. The ceremony, which aimed to celebrate creators and their content, was hindered by problems with the venue’s screens, resulting in a late start and disruptions throughout the evening.

Despite the initial promise of the red carpet, where popular creators such as Yasmine Sahid and Alexis Nikole Nelson made appearances, the main event failed to deliver. The absence of celebrities beyond the TikTok community was notable, and the lack of adjustment to the technical issues led to awkward moments, including presenters gesturing to blank screens. Many winners were also not present to accept their awards, which further contributed to the sense of disorganization.

The ceremony was heavily sponsored, with brands such as Carl’s Jr. and e.l.f. Cosmetics integrating their products into the event. While sponsorships are common in award shows, the prominence of these integrations made the ceremony feel more like a commercial than a celebration of creators. As the evening progressed, attendees began to leave, resulting in a significant number of empty seats by the time performer Ciara took the stage.

One of the few sincere moments of the evening came when Keith Lee accepted the Creator of the Year award, prompting TikTok to announce a $50,000 donation to Feeding America in his honor. This moment highlighted the importance of recognizing and rewarding creators for their work. The Webby Awards and the Shorty Awards have successfully uplifted short-form content and its creators, demonstrating that such events can be meaningful and effective.

TikTok’s attempt to host an awards ceremony, while well-intentioned, ultimately fell short due to its failure to balance spontaneity and creator culture with the need for a well-organized and engaging event. As the platform continues to grow and evolve, it may need to reassess its approach to hosting live events and engaging with its community. With its vast user base and influence, TikTok has the potential to make a positive impact on the creative industry, but it must prioritize authenticity and connection over commercialism and spectacle.