Follower Counts Are Down: What Creators Need to Know Now

The digital landscape is shifting. As social media platforms increasingly rely on algorithmic feeds, creators are facing a new reality: simply posting content doesn't guarantee visibility to their followers. This change is impacting everyone from influencers to streamers, forcing a re-evaluation of how creators build and maintain their audiences. The days of follower count directly correlating to reach are fading, and a new era of audience engagement is dawning.

The Algorithm Takes Over: A Turning Point for Creators

LTK CEO Amber Venz Box recently told GearTech that 2025 marked the year the algorithm truly took control, diminishing the importance of follower numbers. This isn’t a new revelation – Patreon CEO Jack Conte has been vocal about this trend for years – but the industry is now collectively reacting to this fundamental shift. Creators are actively seeking new strategies to connect with their audiences, some as a countermeasure to AI-generated content, while others are contributing to the growing volume of algorithmic “slop.”

The Fragility of Trust in the Creator Economy

LTK, a platform connecting creators with brands through affiliate marketing, relies heavily on audience trust. If the relationship between creators and their followers continues to erode, the entire business model is at risk. However, a study commissioned by LTK from Northwestern University revealed a surprising trend: trust in creators actually increased by 21% year-over-year.

“I would have predicted trust would decrease,” Box explained to GearTech. “People understand the industry dynamics. But AI has ironically driven people back to real humans with authentic experiences.” This suggests a growing desire for genuine connection in a world saturated with artificial content.

The Rise of Authentic Connection and Niche Communities

The study also indicated that 97% of chief marketing officers plan to increase their influencer marketing budgets in the coming year, demonstrating continued investment in creator partnerships. However, simply *having* followers isn’t enough. Cultivating meaningful relationships is paramount.

Creators are exploring diverse strategies to own their audience. For those relying on affiliate income, platforms like LTK offer a more direct connection. Others, such as streamers and video podcasters, are employing growth hacking techniques. The key is to move beyond vanity metrics and focus on building genuine engagement.

The Power of "Clipping Armies"

Sean Atkins, CEO of Dhar Mann Studios, highlights the challenge: “How do you market when you can’t control the algorithm?” The answer, according to Eric Wei, cofounder of Karat Financial, may lie in leveraging “clipping armies” – teams of teenagers on Discord paid to create short clips of creator content, which are then mass-posted on algorithmic platforms.

“This has been happening for a while,” Wei notes. “Drake and top streamers like Kai Cenat utilize this strategy, generating millions of impressions. Clipping makes sense algorithmically because it can come from any account with compelling content.” This tactic is gaining popularity as a response to fragmented social media relationships.

Glenn Ginsburg, president of QYOU Media, compares clipping to the evolution of meme accounts, describing it as a “race to get the most views on the same IP.”

Scaling Virality: The Role of Talent Management

Reed Duchscher, founding CEO of Night (representing Kai Cenat), is a master of maximizing virality. Having previously managed MrBeast, Duchscher understands the importance of fast-paced, attention-grabbing content. While he acknowledges the value of clipping, he’s cautious about its scalability.

“Clipping is important for getting your face out there, but it’s hard to scale due to limited clippers and high media costs,” Duchscher told GearTech. He also warns that the effectiveness of clipping may diminish as it becomes more widespread.

Wei believes the benefit is mutual: “The creator gets more content out, the clippers get paid, everyone wins… except we might end up with a lot more ‘slop.’”

The "Slop" Problem and the Rise of Niche Communities

The sheer volume of low-quality content, or “slop,” has become so pervasive that Merriam-Webster named “slop” its word of the year. This highlights a growing consumer fatigue with overwhelming and often irrelevant content.

Box points to data showing that over 94% of people feel social media is no longer “social,” with over half seeking refuge in smaller, niche communities like Strava, LinkedIn, and Substack. This trend underscores the desire for authentic interaction and focused content.

The Future Favors Niche Creators

Duchscher predicts that creators with highly specific niches will thrive, making it increasingly difficult to replicate the success of “macro creators” like MrBeast or Charli D’Amelio. He points to examples like Alix Earle and Outdoor Boys, who have built substantial followings within defined areas of interest.

“Algorithms are getting better at delivering content we want,” Duchscher explains. “It’s harder for creators to break out into every niche algorithm.”

Atkins agrees, emphasizing that the creator economy extends beyond entertainment. “Thinking about the creator economy is like thinking about the internet or AI – it’s going to affect everything.” He cites Epic Gardening as an example, a brand that has evolved from a YouTube channel into a major seed company.

Adapting to a Changing Landscape

Despite the challenges, the creator economy remains resilient. Creators are adept at navigating algorithmic changes and have a long history of adapting to new platforms and technologies. The industry is constantly evolving, and those who prioritize authentic connection and niche expertise are best positioned for success.

As Atkins concludes, creators are “literally impacting everything.” From entertainment to specialized skills like cement mixing for skyscrapers, the creator economy is a powerful force shaping the future of work and content creation.

Key Takeaways:

• Follower counts are becoming less important than genuine engagement.
• AI is driving audiences towards authentic human connection.
• Niche communities are gaining popularity as alternatives to mainstream social media.
• Strategies like "clipping armies" can boost visibility, but scalability is a concern.
• The creator economy is expanding beyond entertainment into diverse fields.