The Internet is shifting: Patreon cofounder on evolving creator-fan relationships
The death of 'follower' model? "1000 true fans", baby.
In a world where digital connections shape our creative landscape, musician and Patreon cofounder, Jack Conte's exploration of the evolving internet unveils a gripping narrative of hope, challenge, and innovation.
What's happening here is we are in the middle of another shift, and this is a big one. If the '90s was Web 1, and the 2000s was Web 2, and the 2010s was ranking, I'm worried that the 2020s could become the death of the follower
From the revolutionary "follow" button to the rise of algorithmic feeds, his recent talk goes deeper into the heart of creator-fan relationships, offering insights that will redefine how we view online creativity and the changing nature of Internet.
(sharing this with you as this talk by Jack Conte is a rare one on evolving nature of Internet and what it means for everybody - creators as well as consumers).
The Power of the Subscribe Button
The subscribe button revolutionized the way creators connect with their audience. It transformed platforms like YouTube from mere discovery tools into powerful channels for building and maintaining a loyal following.
This feature allowed fans to stay connected with creators they admire, ensuring a consistent flow of content and fostering a sense of community. The subscribe button became the foundation for sustained relationships between creators and their audience, enabling ongoing communication and deeper connections.
You don't need millions of fans to be successful. If you can just find a thousand people who are willing to buy $100 worth of stuff from you per year, that's $100,000 per year, which is a pretty freaking great business as a creative person
The Birth of the Follower
The concept of "following" emerged as a fundamental architecture for human creativity and organization on the internet. It goes beyond simple reach or discovery, representing a framework for distributing creativity and communication.
The follow is not some handy feature of a social network. The follow is foundational architecture for human creativity and organization.
This system allows creators to build communities around their work, whether they're musicians, podcasters, or educators. The follow feature enables sustained relationships and ongoing connections, creating a powerful ecosystem for creative expression and audience engagement.
True Fans: The Core of Creator Success
Kevin Kelly's concept of "1000 true fans" resonates deeply with the creator economy.
The idea suggests that creators don't need millions of fans to be successful; they just need a core group of dedicated supporters.
True fans are more than just followers – they're the people who attend shows, buy merchandise, download content, and actively participate in a creator's journey. This core group forms the backbone of a creator's community and business, providing both financial support and emotional investment in the creator's work.
The follow is too important to die. I think it's too valuable to ignore. I think it's too useful and awesome for creative people, for publishers, for media companies
The Shift to Algorithmic Content Distribution
The introduction of ranking algorithms by platforms like Facebook marked a significant shift in how content is distributed online. While this change improved user engagement for the platforms, it disrupted the direct connection between creators and their followers.
Suddenly, creators couldn't guarantee that their content would reach their entire audience, breaking down the subscription model. This shift also impacted creative freedom, as creators began to consider algorithm preferences over their artistic vision, potentially compromising the authenticity of their work.
The TikTok Revolution and Its Impact
TikTok's emergence introduced a new paradigm in content distribution, moving away from the concept of following altogether.
The platform's "For You" page, which serves content based on user behavior rather than explicit follows, proved highly engaging but further weakened the creator-fan relationship.
This model's success forced other platforms to adopt similar approaches, leading to a widespread shift away from the follower model that had previously defined social media interactions.
The Challenges of the Current Creator Landscape
The current internet landscape poses significant challenges for creators. With algorithmic feeds dominating most platforms, it's becoming increasingly difficult for creators to reach their audience, build communities, and sustain their businesses.
This shift has led to a weakening of creator-led communities and distribution channels, threatening the very foundation of online creativity.
Many creators are struggling to adapt to these changes, facing reduced engagement and financial instability as a result.
The Future of Creator-Fan Relationships
Despite the challenges, the concept of following and true fan relationships is too valuable to disappear entirely. There's a growing recognition of the need for platforms that prioritize deeper connections over mere reach.
New companies are emerging with a focus on fostering direct fan relationships and community strength. This shift represents a potential return to the original promise of social media – enabling meaningful connections between creators and their audience.