""I think that 2025 was the year where the algorithm completely took over, so followings stopped mattering entirely,""
""If you asked me at the beginning of 2025, 'Hey, is trust in creators going to go up or down?' I would have probably said down, because people understand it's an industry - they understand how it's working," she said. "But actually, AI pushed people to kind of rotate trust to real humans that they know have real life experiences.""
Algorithmic feeds increasingly determine content visibility, reducing the value of raw follower counts. Creators face a new normal where posting no longer guarantees that followers will see content. Some creators respond by cultivating direct relationships and encouraging audiences to seek them out on trusted channels. LTK connects creators with brands through affiliate marketing, which depends on consumer trust in individual creators. A Northwestern University–commissioned study found trust in creators rose 21% year-over-year. AI has driven some consumers to favor real humans with lived experiences. Responses vary from emphasizing authenticity to increasing content volume, with mixed quality outcomes.
Read at TechCrunch
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