Creators once built careers on “follows” and “subscribes.” Not anymore. In 2025, the creator-fan relationship is increasingly controlled by algorithmic feeds that prioritize ad revenue over authentic connection.
TikTok’s For You Page has rewritten the rules—and Instagram, YouTube, and others are following suit.
This article explores the implications of this platform shift for creators and marketers alike from Patreon’s 2025 report. As audiences become harder to reach, brands will need to rethink how they engage digital talent, build fan communities, and future-proof influencer campaigns.
Short on time?
Here’s a table of contents for quick access:
- What’s happening to the follow button?
- How platforms are reshaping fan behavior
- What marketers should know: strategies to regain control
Patrecia Meliana
What’s happening to the follow button?
According to Patreon’s State of Create 2025 report, 70% of creators say it’s harder to reach followers today than five years ago.
This isn’t a fluke—it’s a feature. Major platforms are deprioritizing follower feeds in favor of algorithmic curation designed to maximize watch time and ad exposure.
Instagram, YouTube, and TikTok now serve more content from unknown creators than followed ones. On TikTok alone, over 60% of fans’ time is spent watching content from creators they don’t follow.
How platforms are reshaping fan behavior
Social algorithms favor short-form, bite-sized content that captures attention, not loyalty. This model might work for platform growth, but it’s deeply flawed for creators trying to build sustainable communities or marketers trying to build trust.
Fans say they see almost twice as much short-form content on social platforms, yet overwhelmingly value long-form content more—and are more willing to pay for it.
This shift doesn’t just disrupt reach—it reshapes the creative process. According to the report, over 60% of creators say algorithms impact what they create, pushing them toward memes, trends, and clickbait over passion projects. As creators burn out or play the algorithm game, it gets harder for brands to build authentic partnerships.
What marketers should know
As social platforms double down on algorithmic feeds, marketers can no longer assume that a large follower count guarantees reach. To stay ahead, brands need to rethink how they collaborate with creators—and how they maintain access to audiences.
- Diversify beyond algorithm-driven platforms
Don’t rely on Instagram or TikTok alone for creator reach. Platforms like Patreon, Substack, and YouTube podcasts offer deeper engagement and direct access to fans.
- Prioritize long-form partnerships
Consider working with creators who host communities or publish newsletters, podcasts, or long-form videos. These formats retain loyal audiences that algorithmic platforms can’t guarantee.
Creators on Patreon report earning up to 40x more per fan than on TikTok, thanks to deeper engagement and direct monetization. For marketers, partnering with creators who own their audience relationships could yield stronger ROI and lower CAC.
- Build owned fan channels
Whether it’s a Discord server, email list, or branded community, marketers need channels that aren’t at the mercy of The Algorithm.
The age of the followers is ending. Brands and creators who adapt to this new landscape will have a clear edge by building direct relationships and community-driven strategies.
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