The increasing dominance of algorithmic feeds on social media platforms is rendering follower counts obsolete, according to creator economy executives. This shift is forcing creators to find new strategies for audience engagement and revenue generation.

LTK CEO Amber Venz Box stated that 2025 marked a turning point where algorithms completely overshadowed the importance of follower numbers. This sentiment echoes concerns voiced by Patreon CEO Jack Conte and reflects a broader industry acknowledgment of the changing dynamics between creators and their audiences. The shift has significant financial implications for the creator economy, particularly for business models reliant on audience trust and direct engagement.

The rise of algorithmic feeds poses a direct challenge to affiliate marketing, a sector heavily reliant on creator influence and audience loyalty. LTK, a company that connects creators with brands through affiliate marketing, operates on a commission-based model where creators earn revenue from product recommendations. The fragmentation of creator-audience relationships, driven by algorithmic content distribution, presents a potential existential threat to this business model. Creators are now experimenting with various tactics to maintain audience connection, ranging from producing high-quality, authentic content to combat AI-generated content to employing strategies that some view as contributing to content overload.

LTK's business model depends on creators maintaining a high level of trust with their followers, which translates into sales conversions. The company facilitates connections between brands and influencers, enabling targeted marketing campaigns. However, the increasing difficulty in reaching followers organically through social media platforms necessitates a reevaluation of marketing strategies and a focus on alternative channels for audience engagement.

Looking ahead, the creator economy is expected to undergo further transformation as creators adapt to the algorithmic landscape. The focus will likely shift towards building deeper, more meaningful relationships with smaller, highly engaged audiences. This may involve leveraging alternative platforms, such as email newsletters, membership programs, and direct messaging channels, to bypass algorithmic filters and foster direct communication. The long-term success of creators and companies operating within the creator economy will depend on their ability to navigate this evolving environment and prioritize genuine audience connection over superficial metrics like follower counts.