Social media follower counts have never mattered less, creator economy execs say
“I think that 2025 was the year where the algorithm completely took over, so followings stopped mattering entirely,” LTK CEO Amber Venz Box said.
As social media becomes increasingly reliant on algorithmic feeds, creators are navigating a new normal: Just because you post something doesn’t mean your followers will see it.
“I think that 2025 was the year where the algorithm completely took over, so followings stopped mattering entirely,” LTK CEO Amber Venz Box told TechCrunch.
This isn’t news to creators – Patreon CEO Jack Conte has ardently banged this drum for years – but throughout the year, the industry at large has reacted to this phenomenon in different ways, from the influencers to the streamers.
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