As social media platforms rely more heavily on algorithmic feeds, creators are adjusting to a reality where publishing content no longer guarantees visibility among followers, according to executives and creators speaking to TechCrunch.
Algorithms Overtake Follower-Based Distribution
LTK chief executive Amber Venz Box said 2025 marked a turning point in how content is distributed online. She said algorithmic feeds have diminished the practical value of follower counts, making discovery less predictable even for established creators.
Box’s comments reflect a shift long discussed by Jack Conte, the chief executive of Patreon, who has warned for years that algorithms weaken direct creator-audience connections. Over the past year, creators across formats have responded in different ways, with some trying to reinforce trust and others increasing output to adapt to algorithm-driven visibility.
Trust In Creators Rises Despite Fragmentation
LTK, which connects creators with brands through affiliate marketing, depends on audiences trusting individual recommendations. Box said concerns about fragmentation initially raised fears for the business model.
A study commissioned by LTK from Northwestern University found that trust in creators rose 21% year over year. Box said the increase contrasted with her expectations at the start of 2025, when she anticipated declining trust due to greater awareness of monetization.
She attributed the shift to the growing presence of AI-generated content, which has led consumers to place more value on creators with real-world experience. According to the study, 97% of chief marketing officers plan to increase influencer marketing budgets in the coming year.
Direct Relationships And Platform Choices
Box said consumers are increasingly seeking out content from creators they already trust, even if that means navigating away from mainstream feeds. Some LTK creators are betting that skepticism toward AI-generated content will push audiences toward paid communities or less algorithm-driven platforms, including LTK itself.
Other creator segments, such as streamers, video podcasters, and filmmakers, are experimenting with different methods to maintain reach. Sean Atkins, chief executive of short-form production company Dhar Mann Studios, said creators now face a marketing challenge shaped by fragmented attention and algorithmic control.
Clipping Emerges As A Distribution Tactic
Eric Wei, cofounder of Karat Financial, said creators increasingly rely on distributed clipping strategies. Under this model, creators pay groups of teenagers on Discord to clip highlights from streams or videos and post them across multiple platforms.
Wei said the approach has been used by major figures, including Drake and top Twitch streamer Kai Cenat, generating millions of impressions. Because algorithmic feeds prioritize engagement over account history, clips from unknown accounts can still achieve wide distribution.
Wei said clipping is likely to expand as creators struggle to reach audiences directly. Clippers can earn income based on views, while creators gain broader exposure without relying solely on their own accounts.
Competition And Limits Of Clipping
Glenn Ginsburg, president of QYOU Media, described clipping as an evolution of meme accounts, with multiple users competing to distribute the same intellectual property as widely as possible.
Reed Duchscher, founding chief executive of Night and former manager of MrBeast, said clipping plays a role in visibility but has limitations. Duchscher, who helped develop Kai Cenat’s clipping strategy, said scaling the approach is difficult due to the limited pool of effective clippers and the complexity of deploying large budgets.
Wei acknowledged that widespread adoption of clipping could increase low-quality content, noting that the approach benefits creators and clippers but risks flooding platforms with repetitive material.
Slop Concerns And Shifts To Smaller Communities
Concerns over low-quality content have grown to the point that Merriam-Webster named “slop” its word of the year. Box cited data showing that more than 94% of people believe social media is no longer social, with over half shifting time toward smaller, niche communities.
She pointed to platforms such as Strava, LinkedIn, and Substack as examples where users feel interactions are more authentic.
Niche Creators And Broader Economic Impact
Duchscher said maintaining large, generalized audiences is becoming more difficult. He predicted that creators with specific niches are more likely to succeed, while large-scale figures such as MrBeast, PewDiePie, or Charli D’Amelio will be harder to replicate.
He cited creators like Alix Earle and Outdoor Boys as examples of large followings built around focused interests rather than mass appeal. Algorithms, he said, have become more precise at serving niche preferences, limiting crossover reach.
Atkins said the creator economy extends beyond entertainment into industries such as gardening. He pointed to Epic Gardening, which grew from a YouTube channel into a business that acquired the third-largest seed company in the United States.
Atkins said creators influence a wide range of sectors, reflecting how deeply embedded creator-led businesses have become across the economy.
Featured image credits: Flickr
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