There’s a UK YouTuber with 9.7 million subscribers who struggles to hit 100k views on a video. Meanwhile, the 2024 Love Island stars average 350k Instagram followers but are mostly falling short of the industry’s average engagement rates.
Why is that opening paragraph relevant to businesses or brands?
These examples illustrate a significant shift in online connections and explain why traditional metrics, such as follower counts, are no longer the ultimate measure of success.
The shift stems from how content discovery has evolved. Today, feed-based algorithms dominate how audiences find content, fundamentally reshaping the connection between brands/creators and their followers. Instead of audiences actively choosing who to engage with, algorithms now make those decisions for them.
For influencers, this dynamic initially creates a shallow, surface-level relationship with audiences – more like small talk than a meaningful connection. For businesses, this means that partnering with creators requires a rethink on how to measure impact and engagement in this algorithm-driven landscape.
The power of meaningful connections
When you think about the real relationships you have in your life – whether with people or your affinity with brands – none of them are built solely on fleeting exchanges. They are nurtured experiences, formed over time through genuine interaction. While money might often drive business relationships, trust and connection are what truly prevail in the long run.
Trying to create meaningful connections through short-form, algorithm-driven content is like trying to build a friendship through superficial chats… it rarely works.
This points to a divide in the online economy. On one side, there are creators and brands with millions of followers but little to no engagement. On the other, there are creators and boutique businesses with smaller but fiercely loyal communities who show up, support, and make an impact.
The difference isn’t just about content quality or personality; it’s about how connections are built. Instead of chasing followers, it pays to build a community.
What this means for businesses, creators and agencies like us…
The traditional metrics of social media success (follower counts, impressions, views) are becoming secondary. The new currency? Engagement, trust, audience retention and real interaction.
This shift explains why newsletters, podcasts, and livestreams are thriving. These formats invite audiences to actively spend time with businesses and personalities, forging stronger connections than passive scrolling ever could.
Being interested, not just interesting
The key to building meaningful connections lies in genuine curiosity. When you’re focused on being interesting, you broadcast. When you’re genuinely interested, you engage. This subtle shift transforms how you create content and build communities.
As AI continues to shape how content is distributed, the ability to create genuine human connections will become an even more valuable skill. Success will no longer hinge on follower counts but on building communities that share values and trust. Remember, AI is a tool, but you still need the human touch to control it.
So, in 2025, what does that look like for your business? Is your communications strategy aligned with your social media approach? Do you have quality content to attract and retain new audiences?
If you need that support, that’s where our Whistle skillset comes in. Are you building an audience, or are you building a community? It’s the difference between having millions of vanity followers who won’t all support and a community that moves mountains.
Authored by Adam Palmer, Social Media Account Director
