As Gen Z creators face uncertainty with mainstream platforms like TikTok, they are exploring alternatives that offer more control over their audience and income. The constant changes in social media, including policy shifts and algorithm adjustments, are leading to creator burnout and eroding audience trust. To capitalize on this shift, emerging platforms must focus on providing agency and discoverability to better engage and retain this vital demographic in the evolving creator economy.
Creators are recognizing the need to secure their audience and income beyond the control of any single platform, given the unpredictability of social media.
The big question remains: How can these platforms attract Gen Z - a critical segment of the creator economy - and once they do, how can they retain them?
Frequent platform changes perpetuate a grind for creators, hindering long-term growth and eroding audience trust due to the constant need for re-introduction.
Emerging social media platforms need to prioritize agency and discoverability to successfully engage and retain Gen Z creators.
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