The talk argues that the “follower” model is dying, threatening creator-fan connection and creativity.
TL;DR
Jack Conte (Patreon CEO) explains how the internet’s shift from “followers” to algorithm-driven feeds (like TikTok’s “For You”) is eroding the direct connection between creators and their communities. He believes this threatens creativity and urges creators to invest in deep relationships with true fans, not just chase views or engagement metrics. He outlines Patreon’s strategy to rebuild these connections and offers advice for creators navigating this new landscape.
Outline & Key Quotes
1. The Magic of “Follow”
- The “Subscribe”/“Follow” button was foundational: it let creators build direct channels to fans, fueling creativity and community.
“The follow is foundational architecture for human creativity and organization.”
2. Web 2.0: Creator Empowerment
- Early internet (Web 1) was static; Web 2.0 (YouTube, Facebook) let anyone create and share.
- Creators could reach fans directly, build communities, and even make a living.
3. The Rise of Algorithms
- Platforms shifted to ranking feeds (Facebook, YouTube, Instagram, Twitter), prioritizing engagement over direct distribution.
“For the first time… my followers might not necessarily see my post.”
- Creators now compete with algorithms, not just for attention but for visibility to their own fans.
4. TikTok & The “Death of the Follower”
- TikTok’s “For You” feed abandoned subscriptions/followers entirely, curating content algorithmically.
“TikTok started from the ground up with something totally different called ‘For You’… this completely abandoned the concept of the follow.”
- Other platforms followed, making it harder for creators to reach their communities.
5. Impact on Creators
- Creators struggle to sell tickets, build community, and sustain businesses.
- Many feel disconnected, burned out, and forced to chase trends rather than make meaningful work.
“It’s harder to reach people with my new work, it’s harder to build community, it’s harder to energize my fans.”
6. The True Fan Model
- Inspired by Kevin Kelly’s “1,000 True Fans”: success comes from deep relationships, not mass reach.
“You just need a thousand true fans who really connect with you and believe in you.”
7. Patreon’s Response
- Patreon is building tools for deeper creator-fan relationships: community features, commerce, free memberships, live experiences.
“We’re now thinking of Patreon… as the media, community, and business foundation for the next decade of professional creativity on the internet organized around the concept of the true follow.”
8. Advice for Creators
- Invest in depth, not just reach.
- Make beautiful, meaningful things—not just what algorithms reward.
- Know what you want as a creator; don’t let platforms define your success.
“Don’t let somebody else tell you what you want because then you’ll end up with what they want instead of what you want.”
Analogies
- Hot Dog Stand vs. Local Restaurant: Chasing new customers (views) vs. building repeat relationships (true fans).
- “Screaming your guts out”: Make work that’s true to you, not just what gets clicks.
Go Deeper
- The follow is foundational architecture for human creativity and organization.
- TikTok started from the ground up with something totally different called ‘For You’.
- You just need a thousand true fans who really connect with you and believe in you.
- Don’t let somebody else tell you what you want because then you’ll end up with what they want instead of what you want.
- Don’t forget to scream your guts out.
