"There's a few things I've seen shift over the last couple of years. One is that the platforms don't want people to break through: The algorithms on TikTok and YouTube and Instagram now put you in this little lane of content that they know you care about, and they keep feeding you that content."
"Pre-COVID, we would go on TikTok, and a lot of people would see Addison Rae videos, Charli D'Amelio videos. It was getting fed to the whole ecosystem. Now if you go on TikTok, you see your very small lane of content that interests you."
"The platforms would rather have a middle tier of creators, with 5 to 10 million followers - they would rather have that"
Reed Duchscher, who managed MrBeast for six years before their 2024 split, now runs Night management representing major creators like Kai Cenat and Hasan Piker. After raising $70 million for expansion, Duchscher explains why creating another MrBeast-level phenomenon has become nearly impossible. Platforms including YouTube, TikTok, and Instagram have fundamentally changed their algorithms to keep users in narrow content lanes rather than promoting breakout creators to entire ecosystems. Before COVID, platforms would distribute videos from top creators like Addison Rae and Charli D'Amelio across broad audiences. Today's algorithmic approach intentionally fragments viewership, preventing any single creator from achieving platform-wide dominance. Platforms prefer a distributed middle tier of creators with 5-10 million followers rather than concentrating power in individual mega-creators.
#creator-economy #platform-algorithms #social-media-strategy #content-creator-management #digital-influence
Read at Business Insider
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