"In times gone by, growing your follower count was the ultimate goal. More followers meant more reach, more impact, and hopefully more fans tuning in to your music. But now, that's all changed. According to creator economy executives speaking to TechCrunch, social media follower counts have never mattered less. Not because they don't matter at all, but because algorithms have taken over. Now, your feed is shaped far more by what platforms think you want to see than by who you actually follow."
"Platforms like TikTok and Instagram have fully leaned into algorithm-led discovery. You're shown content based on what the platform thinks you'll be into, not just who you're following. That's why our feeds are dominated by posts from creators we don't follow, and why some massive creators still struggle to reach their own audience. For artists and creators, there is an upside. Discovery is no longer locked behind years of slow follower growth."
Follower counts have lost significance as platform algorithms increasingly determine which posts users see. Feeds prioritize content based on inferred user interests rather than explicit follows, so following a creator no longer guarantees visibility. Algorithm-led discovery on platforms such as TikTok and Instagram surfaces content from non-followed creators and can limit reach even for large accounts. For artists, the shift creates opportunity because a single short-form clip can reach new audiences without long-term follower growth. Producing frequent short-form content, repurposing existing material, and using AI to increase output all raise the probability of algorithmic amplification. More clips equate to more chances for discovery as each post represents another opportunity to engage the algorithm.
Read at RouteNote Blog
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