In “State of Create” report, Patreon shows how “the TikTokification of the internet” is a double-edged sword

In a rapidly shifting social media world, where do users’ priorities lie? Patreon surveyed 1,000 creators and 2,000 fans to find out.

The monetization platform’s State of Create report is full of insights for anyone who feels lost amidst a sea of algorithms and brainrot content. Patreon is revealing its findings during a transitional moment in the creator world. As a colorful infographic explains, we are now in a post-follower landscape. 57% of fans’ time on TikTok is spent watching creators they don’t follow, and most of the content those fans see is short-form in nature — even though longer videos are more desired and more likely to induce payment, according to Patreon’s data.

The shift to a social media structure completely dictated by algorithms has left creators feeling stuck, with 78% of them saying citing the algorithm as an influence in their content decisions and 75% of them claiming that platforms punish creators who fail to upload constantly.

That rat race has led to an ecosystem in which 78% of creators are affected by burnout, but Patreon’s takeaways aren’t entirely pessimistic. While the State of Create report depicts a social media industry that is increasingly controlled by top platforms, it also shows the opportunities creators have to interact directly with their biggest admirers.

As you might expect, the move toward direct fan interactions is a boon for Patreon, which has rolled out features

that help creators become more discoverable. But the company led by Jack Conte isn’t alone in those efforts. The State of Create report cites upstarts like Bluesky, OnlyFans, and Nebula as tools creators can use to forge direct links with supporters.

81% of creators want a direct channel of communication with their fans, according to State of Create. So-called “core fans,” who represent creators’ most passionate audience segments, are also interested in that type of experience. 86% of them expressed interest in dedicated fan communities, while 80% claimed they are likely to pay their favorite creators.

Over the past five years, those desires have led to massive revenue upticks in fields like subscriptions (up 67%) and direct sales (up 29%). In the creator economy as a whole, 56% of all value comes from direct-to-fan interactions, Patreon noted.

“I’ve seen creators with huge audiences come and go,” creator Amanda Rach Lee said in the State of Create report. “The ones who have longevity in the space are the ones who deeply connect with their fans.”

As both creators and fans seek those connections, Patreon has a role to play. The platform’s development are informed by the needs of its users; to see where their proclivities lie these days, check out the full State of Create report.