The long-held belief that social media follower counts directly translate to business success is losing its grip, according to creator economy executives. This shift is driven by the increasing dominance of algorithmic feeds, which determine content visibility, regardless of a creator's follower base.

LTK CEO Amber Venz Box pinpointed 2025 as the year when algorithms effectively took over, rendering follower counts a less meaningful metric. This sentiment echoes concerns previously voiced by Patreon CEO Jack Conte. The industry's response has been varied, with creators exploring new strategies to nurture audience relationships.

The change has significant financial implications for the creator economy. LTK, a company that connects creators with brands through affiliate marketing, relies on audience trust in individual creators to drive sales. The fragmentation of creator-audience relationships, fueled by algorithmic control, presents a potential threat to this business model. While specific revenue figures tied directly to follower count decline were not disclosed, the executives suggested a shift in marketing spend towards engagement-based metrics.

The rise of algorithmic feeds has disrupted the traditional social media marketing landscape. Previously, a large follower count guaranteed a certain level of visibility. Now, creators must compete with the algorithm, optimizing content for its preferences. This has led to some creators focusing on authentic engagement as a countermeasure to AI-generated content, while others are accused of creating low-quality content to game the system.

Looking ahead, the creator economy is expected to continue adapting to the algorithm-driven environment. Companies like LTK may need to refine their business models to account for the changing dynamics of audience reach and engagement. The focus is shifting from simply accumulating followers to building genuine connections and fostering trust, which are becoming increasingly valuable in the age of algorithmic content curation.