Patreon has continued its efforts against algorithm-driven feeds with its latest “State of Create” report, analyzing trends in the creator economy based on internal data. This initiative has gained support from creators.
The membership platform conducted a survey involving 1,000 creators and 2,000 fans. Results indicated that 53% of creators believe it is more challenging to reach their followers today compared to five years ago.
This finding aligns with ongoing issues, as celebrities have voiced concerns over Instagram’s video-focused, algorithmic feed, impacting their ability to connect with fans. Even high-profile figures like the Kardashians have encountered difficulties, suggesting it is even more challenging for less well-known creators.
Fans have expressed frustration with social media platforms’ trend toward short-form video and “For You” feeds, popularized by TikTok. According to Patreon’s survey, fans report seeing more short-form content than long-form content; however, 52% indicated they value long-form content more and would be inclined to pay for it. Long-form content tends to bring in higher ad revenue on platforms like YouTube, as short-form content monetization remains challenging for platforms.
This situation highlights a core tension within the creator economy: platforms like TikTok make it easier to build an audience, but the vast amount of algorithmically delivered content makes consistent engagement difficult. Followers on platforms like TikTok and Instagram may not consistently see content from creators they follow, as it often gets overshadowed by content from users they do not follow.
As a result, creators, according to Patreon, are now focusing more on quality and fostering deeper connections with fans rather than metrics like follower counts, likes, and views—a shift from five years ago.
Patreon CEO, Jack Conte, expressed his concerns to TechCrunch during Instagram’s algorithmic feed changes in 2022, stating that when platforms control the relationship between creators and their subscribers, it grants platforms undue power and responsibility over content distribution, which he considers detrimental to community-building efforts creators have invested in over the years.
With a growing number of creators seeking to earn a living online, establishing direct connections with fans is critical for monetizing their work. However, the prevalence of algorithms complicates this path, often necessitating content adaptation to suit platform preferences. Notably, 78% of creators reported in the survey that “The Algorithm” affects their content creation, and 56% noted it has discouraged them from exploring personal interests.
These challenges are further exacerbated by the volatile nature of social media platforms. Legal issues surrounding TikTok, Meta’s changes in content moderation, and X’s facilitation of fringe extremism contribute to creators’ growing frustration with social media. Although direct-to-consumer platforms like Patreon, Substack, and OnlyFans provide greater control over content and revenue generation, connecting with willing content-paying fans is increasingly difficult.
Patreon creator Karen X. Cheng encapsulated these challenges, stating, “’The Algorithm’ doesn’t measure what people want, it measures what people pay attention to.”
