Social media follower counts have never mattered less, creator economy execs say

As social media platforms increasingly rely on algorithms, creators are facing a significant shift in how they engage with their audiences. According to LTK CEO Amber Venz Box, in 2025, the algorithmic takeover rendered follower counts nearly irrelevant. Creators now realize that simply posting content doesn't guarantee visibility among their followers. This sentiment echoes throughout the creator economy, with figures like Patreon CEO Jack Conte emphasizing the growing disconnect influenced by algorithms. In response, creators are exploring innovative ways to strengthen their relationships with followers, with some positioning themselves as authentic alternatives to AI-generated content. Box's company, LTK, specializes in connecting creators with brands through affiliate marketing, where influencers earn commissions on recommended products. This model hinges on maintaining trust between creators and their audiences. A recent study from Northwestern University revealed a surprising 21% increase in trust in creators year-over-year, a finding that Box found encouraging. She initially expected trust to decline as audiences recognized the industry's commercial nature. However, the rise of AI has seemingly redirected consumer trust toward real individuals with genuine experiences. The study also indicated that 97% of chief marketing officers plan to enhance their influencer marketing budgets in the coming year. Yet, fostering these relationships is not straightforward. Many LTK creators are betting that the growing skepticism towards AI will lead audiences to seek more direct connections through paid communities or platforms less influenced by algorithms. For other creators, such as streamers and podcasters, audience ownership strategies resemble growth hacking. Sean Atkins, CEO of Dhar Mann Studios, noted the challenge of marketing in a landscape dominated by AI and algorithms. Creators are now employing youthful teams on platforms like Discord to generate clips of their content, which are then widely shared across algorithm-driven platforms. As Eric Wei, co-founder of Karat Financial, pointed out, this trend has been adopted by major figures in the industry, including Drake and top Twitch streamer Kai Cenat. Clipping content allows for greater exposure, as it can be disseminated from various accounts, regardless of their follower counts. Glenn Ginsburg, president of QYOU Media, likened clipping to an evolution of meme accounts, highlighting the competitive drive among creators to maximize their content's reach. Reed Duchscher, founder of the talent management company Night, emphasized that while clipping is vital for creators to maintain visibility, scaling this strategy poses its own challenges due to the limited number of available clippers. The rise of low-quality content on social media has become so pronounced that even Merriam-Webster declared 'slop' its word of the year. Over 94% of users feel social media has lost its community aspect, with many gravitating towards smaller, more authentic spaces for interaction. As creators grapple with their relationships with audiences, Duchscher anticipates that those with specialized niches will thrive. He argues that mega creators like MrBeast and Charli D’Amelio will be increasingly difficult to emulate as algorithms become more precise in delivering tailored content. Atkins believes the creator economy transcends entertainment, influencing various sectors. He cited the gardening brand Epic Gardening as an example of how a content creator can evolve into a significant player in their industry. Despite the ongoing changes, the creator economy remains resilient, adept at navigating algorithmic shifts and continuing to impact diverse aspects of society. As Atkins stated, "There’s a creator who’s an expert at cement mixing for skyscrapers," illustrating the expansive potential of this evolving landscape.