The Shift in Social Media: Why Follower Counts Are Losing Significance
In the evolving landscape of social media, the traditional emphasis on follower counts is diminishing. As platforms increasingly prioritize algorithm-driven content delivery, creators are finding that a large follower base no longer guarantees visibility. Amber Venz Box, CEO of LTK, observes, 2025 marked the year when algorithms took precedence, rendering follower numbers virtually irrelevant.
This shift isn’t entirely unexpected. Patreon CEO Jack Conte has long highlighted the challenges creators face in reaching their audiences due to algorithmic changes. In response, creators are exploring innovative methods to maintain and strengthen their connections with followers.
LTK, a platform that bridges creators with brands through affiliate marketing, relies heavily on the trust between creators and their audiences. Despite concerns about potential fragmentation in these relationships, a Northwestern University study commissioned by LTK revealed a 21% year-over-year increase in trust towards creators. Box attributes this to the rise of AI-generated content, noting that consumers are gravitating towards authentic human experiences.
The study also indicates that 97% of chief marketing officers plan to expand their influencer marketing budgets in the upcoming year. This suggests a growing recognition of the value of genuine creator-audience relationships.
However, maintaining these relationships isn’t without challenges. Creators are diversifying their strategies, turning to platforms like Strava, LinkedIn, and Substack, which offer more direct and less algorithm-dependent interactions. Box highlights a trend where over 94% of users feel that mainstream social media has become less social, prompting many to seek out niche communities for more meaningful engagement.
This trend underscores the importance of niche content. Duchscher points out that creators with specific focuses are more likely to succeed, as algorithms are adept at delivering tailored content to users. He cites examples like Alix Earle and Outdoor Boys, who have amassed significant followings without necessarily appealing to the masses.
The creator economy’s influence extends beyond entertainment. Atkins references Epic Gardening, a brand that began as a YouTube channel and has since acquired the third-largest seed company in the U.S. This evolution illustrates the tangible impact creators can have across various industries.
Despite the dynamic nature of the creator economy, it remains resilient. Creators continue to adapt to algorithmic changes, demonstrating their enduring influence across diverse sectors. As Atkins aptly states, Creators are literally impacting everything.
