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The Shift in Social Media: Why Follower Counts Are No Longer the Key to Success
The social media landscape has undergone a significant transformation in recent years, with algorithmic feeds becoming the norm. As a result, creators are facing a new reality: just because they post something, it doesn’t mean their followers will see it. According to LTK CEO Amber Venz Box, “2025 was the year where the algorithm completely took over, so followings stopped mattering entirely.”
This sentiment is echoed by Patreon CEO Jack Conte, who has been vocal about the changing dynamics of social media. The industry as a whole has responded to this phenomenon in various ways, from influencers to streamers. Executives in the creator economy sector believe that creators are finding new ways to cultivate their relationships with followers, with some acting as a counterbalance to the rise of AI-generated content.
The Rise of Trust in Creators
A study commissioned by LTK from Northwestern University found that trust in creators increased by 21% year-over-year. This is a surprising trend, given the growing awareness of the industry’s workings. Box attributes this shift to the fact that consumers are more likely to seek out content from creators they know and trust, particularly in a world where AI-generated content is on the rise.
The study also found that 97% of chief marketing officers intend to grow their influencer marketing budgets in the new year. This suggests that creators who can build strong, direct relationships with their audiences will be well-positioned for success. However, owning these relationships is not straightforward, and creators are exploring various strategies to achieve this goal.
New Strategies for Creators
One approach that has gained popularity is the use of “clipping armies” – groups of teenagers who create and share short clips of a creator’s content on social media platforms. This tactic has been employed by top creators, including Drake and Kai Cenat, to increase their reach and engagement. According to Eric Wei, cofounder of Karat Financial, “clipping is going to become even more popular this year, as it’s a reaction to the fragmentation of social media relationships.”
Another strategy is to focus on niche communities, where creators can build stronger, more meaningful relationships with their audiences. Reed Duchscher, founding CEO of Night, believes that creators with specific niches will succeed, as they can provide unique value to their followers. This approach is exemplified by creators like Alix Earle and Outdoor Boys, who have built large followings within specific niches.
The Future of the Creator Economy
The creator economy is a resilient industry that has adapted to the changing social media landscape. While the rise of AI-generated content presents challenges, it also creates opportunities for creators to build stronger, more direct relationships with their audiences. As Sean Atkins, CEO of Dhar Mann Studios, notes, “the creator economy extends far beyond entertainment – it’s going to affect everything.”
Examples of creators who have successfully built tangible presence in their niches include Epic Gardening, which started as a YouTube channel and has since become a major player in the gardening industry. As the creator economy continues to evolve, it’s likely that we’ll see more innovative strategies emerge, as creators find new ways to connect with their audiences and build lasting relationships.
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