“The Death of the Follower”: Why Jack Conte Says Social Media is Killing Creators
“We’re being trained to forget how to be artists.” – Jack Conte, CEO of Patreon
In a strikingly candid conversation on Power User with Taylor Lorenz, Jack Conte — co-founder and CEO of Patreon — delivered one of the most important diagnoses of the modern internet that creators can’t afford to ignore. Social media, he says, is no longer working for creators — it’s working against them.
Conte unpacks how the web’s shift from a “follower” model to an “interest-based” algorithm has quietly severed the relationship between creators and their fans. The consequences? Artists are burnt out. Communities are diluted. And the very platforms that promised connection are now commoditizing creativity.
Here’s how we got here and what creators and entrepreneurs can do about it.
The Internet Used to Be About Connection. Now It’s About Capturing Attention.
For the first 15 years of the modern web, creators could rely on a simple, elegant system: post content, reach followers, build a community. Platforms like YouTube and Instagram gave creators a direct line to their fans, a foundational promise of Web 2.0.
But that changed when TikTok exploded onto the scene.
“They rebuilt the feed. Instead of showing you creators you follow, they showed you content they think you’ll like. And it worked — at capturing attention. But it broke the relationship.”
TikTok’s "For You" page maximized time spent on-platform, sparking a chain reaction. Legacy social platforms — YouTube (Shorts), Instagram (Reels), X (For You feed) — all pivoted toward algorithmic discovery. The result? A seismic shift from a "follow graph" to an "interest graph." Followers became irrelevant. Creators lost their ability to reach their audiences. And fans no longer knew — or cared — who made the content they consumed.
The Hidden Cost of Viral Success: Commoditization of the Creator
The rise of short-form video made discovery easier, especially for new creators. But Conte warns that the very mechanisms that help creators break in are now breaking their connection with fans.
“TikTok turned creators into commodities. It doesn’t matter who made the video — it’s just corn, or steel, or rice. That’s the opposite of community.”
Where the "follow" once meant relationship, now it means replaceability. Viral clips get consumed and discarded. Community-building is sacrificed for scrollable content. And creators are forced to optimize not for storytelling, but for click-through rates, retention, and engagement metrics.
The Creator’s Dilemma: Make Art, or Game the Algorithm?
For today’s creators, every platform screams the same message: perform or disappear.
“It’s easy to forget why you started. You’re trained to chase metrics, to please the algorithm. You forget to be an artist.”
Conte encourages creators to reclaim their humanity — and their business — by following a new model:
Jack Conte’s 5-Step Blueprint for Modern Creators:
- Use short-form to break in. TikTok, Reels, Shorts are the on-ramps — use them to build visibility.
- Bridge to long-form. Podcasts, YouTube, or newsletters help deepen relationships and establish trust.
- Build a real community. Go beyond engagement metrics. Host live events. Create rituals. Talk to your fans.
- Diversify revenue. Don't rely solely on ad deals. Explore memberships, courses, merchandise, and digital products.
- Own your audience. Use platforms like Patreon or email lists where you control communication and data.
Why Patreon Is Betting on “The Return of the Follow”
Unlike ad-driven platforms that monetize attention, Patreon is built on consumer payments. That means they don’t need to keep you scrolling — they need creators to thrive. That’s a fundamental shift.
“On Patreon, creators can reach their followers. We’re architected around the follow, not the interest.”
Conte envisions a future where platforms prioritize ownership, decentralization, and human connection. From open-source protocols like BlueSky to ticketed livestreams and one-time payments, Patreon is placing big bets on creator control.
What’s Coming in 2025: Depth, Fragmentation, and Direct Support
Conte predicts:
- Fragmented communities over mass platforms
- Medium and long-form content will rise as short-form fatigue sets in
- Creators will adopt dual revenue models — ad-supported free content + premium, direct-to-fan content
- Content ownership and data portability will matter more than platform loyalty
He believes this new phase of the internet will favor platforms and creators who value transparency, autonomy, and real relationships.
“Power is shifting away from institutions and toward individuals. Companies that fight that shift will be left behind.”
The Takeaway for Creators and Founders
If you're building an audience or a creator-focused startup in 2024 and beyond, the lesson is clear: don’t build your future on rented land. Platforms will change. Algorithms will shift. But community — real community — will outlast the feed.
“They Tanked My Company”: How Gwen Whiting Went From $100M Exit to Taking Back Control
