The ever-evolving landscape of social media has brought about a new reality for creators – the algorithmic feeds are now in charge. Simply posting content is no longer a guarantee that followers will see it. This shift has forced creators to adapt and find new ways to engage with their audience.
Amber Venz Box, CEO of LTK, a company that connects creators with brands through affiliate marketing, noted that 2025 was the year when algorithms completely took over, rendering followings less significant. This change has led creators to explore different strategies to maintain and cultivate relationships with their audience.
One response to this phenomenon has been a renewed focus on trust. Despite the increasing reliance on AI, a study commissioned by LTK from Northwestern University found that trust in creators actually increased by 21% year-over-year. This unexpected rise in trust has prompted consumers to seek out content from creators they trust, highlighting the importance of authentic relationships in a sea of algorithmic feeds.
Creators, particularly those reliant on affiliate income like LTK creators, are now looking towards paid fan communities and less algorithmic platforms to foster direct relationships with their audience. For others, such as streamers and video creators, the approach may involve growth hacking or leveraging new strategies like clipping.
Clipping, a tactic where armies of teenagers on platforms like Discord create clips of creators’ content to be shared on algorithmic platforms, has gained traction as a way to reach a broader audience. By tapping into these clipping armies, creators can increase their visibility and potentially go viral, even without a large following on a platform.
While clipping has proven effective for some creators, there are challenges to consider. Reed Duchscher, CEO of Night, a talent management company representing creators like Kai Cenat, acknowledges the importance of flooding the zone with content but warns of the limitations and complexities of scaling clipping strategies. The technique may also face scrutiny if it becomes too prevalent and is seen as spam.
Overall, navigating the new landscape of social media requires creators to adapt and innovate. Trust, authenticity, and strategic partnerships with clipping armies are just some of the tools creators are using to stay relevant and engage with their audience in an era dominated by algorithmic feeds. The rise of niche communities on social media platforms has become a significant trend, with many users seeking authentic interactions in smaller, more specialized groups. This shift away from mainstream social media has led to the term “slop” being named Merriam-Webster’s word of the year, reflecting the growing dissatisfaction with the lack of genuine connections on popular platforms.
According to industry experts like Box and Duchscher, creators who focus on specific niches are more likely to succeed in this evolving landscape. They believe that the era of “macro creators” with massive followings will become increasingly challenging to replicate, as algorithms become more adept at catering to individual interests. Success stories like Alix Earle and Outdoor Boys, who have cultivated dedicated audiences without aiming for mass appeal, demonstrate the power of niche content in today’s creator economy.
The creator economy is not limited to entertainment, as Atkins points out. Creators like the gardening brand Epic Gardening have expanded their reach beyond online content to establish a tangible presence in their respective industries. For example, Epic Gardening’s acquisition of a major seed company showcases the potential for creators to make real-world impacts through their online platforms.
Despite the ever-changing nature of the creator economy and the challenges posed by algorithms, creators continue to thrive and innovate. The industry’s ability to adapt and persevere over time has made it a resilient force in the digital landscape. As Atkins notes, creators have the potential to influence a wide range of fields, from entertainment to construction, highlighting the diverse impact of the creator economy on society.
In conclusion, the shift towards niche communities on social media reflects a growing desire for authentic connections and specialized content. Creators who embrace this trend and focus on specific niches are poised to thrive in the evolving creator economy, where individuality and authenticity are valued above mass appeal. As the industry continues to evolve, creators have the opportunity to make a lasting impact across various sectors, showcasing the far-reaching influence of the creator economy in today’s digital age.
