The Death of the Follower

Lessons About the New Rules of Engagement

Jack Conte, co-founder of Patreon, argues that the concept of the "follower," a core aspect of Web 2.0, is becoming obsolete. In his talk, he explores the historical evolution of the internet, the challenges creators face today, and the potential future of creativity and community on the web. 

The Evolution of the Internet

Web 1.0 and Web 2.0

• Web 1.0: The early internet, characterized by static pages and limited user interaction. It was primarily a "read-only" experience.

• Web 2.0: Marked by platforms like YouTube, Facebook, and Twitter, this era enabled user-generated content and interaction. The "follow" or "subscribe" button became a foundational element, allowing creators to build communities and distribute their work directly to fans.

The Role of the "Follower"

• The "follower" concept allowed creators to maintain a direct line of communication with their audience, fostering community and enabling sustainable careers for artists and content creators.

• It was more than a feature; it was a framework for organizing creativity and communication on the internet.

The Shift to Algorithmic Feeds

The Rise of Ranking Algorithms

• Platforms like Facebook began using ranking algorithms to prioritize content based on engagement rather than chronological order. This shift was aimed at maximizing user attention and platform revenue.
• As a result, creators found it increasingly difficult to reach their followers, as their content was often buried by the algorithm.

The Impact of TikTok

• TikTok introduced the "For You" feed, which further de-emphasized the follower model by curating content based on user behavior rather than subscriptions.
• This model proved highly engaging and led other platforms to adopt similar strategies, further eroding the traditional follower-based system.

The Challenges for Creators

Loss of Direct Connection

• Creators face challenges in maintaining direct connections with their audiences, as platforms prioritize content that maximizes engagement over content that fosters community.
• This shift has made it harder for creators to build sustainable businesses and engage deeply with their fans.

The Importance of True Fans

• Conte emphasizes the concept of "true fans"—those deeply invested in a creator's work. These fans are crucial for sustaining a creator's career, as they are more likely to support financially and engage meaningfully.

The Future of Creativity on the Web

New Platforms and Models

• Conte predicts a rise in platforms and business models that prioritize deeper connections over broad reach. Examples include Patreon, Discord, and other community-focused tools.
• These platforms aim to empower creators by providing tools for direct fan engagement and monetization, independent of traditional social media algorithms.

Building Community and Business

• The future will likely see a blend of using social platforms for discovery and new tools for building and maintaining community.
• Creators are encouraged to invest in relationships with their true fans, focusing on quality interactions and meaningful engagement.

Jack Conte's argument highlights a significant shift in the digital landscape, where the traditional follower model is being replaced by algorithm-driven content curation. This change poses challenges for creators but also opens opportunities for new platforms that emphasize direct fan relationships and community building. As the internet continues to evolve, creators are encouraged to focus on what truly matters to them and their audiences, fostering genuine connections and creative freedom.