Becoming a global star on social media is extremely difficult today, and the numbers confirm it. The top ten TikTok creators have barely changed year on year, while YouTube has the same top 10 as last year. Platforms prefer personalised, narrowly focused content, which sets a new standard: specialisation, consistency and the ability to build one’s own business win.
Algorithms on platforms such as TikTok, Instagram or YouTube now push far more specialised content. The feed is no longer a “global stage” but an individual stream tailored to a specific user. The result? The chance of becoming a universal star has dropped dramatically. Macro-influencers who appeal to practically everyone are more of an exception than a goal.
Niche as the new mainstream
An earlier wave of creators benefited from the rapid growth of platforms. At a time when TikTok was expanding massively, it was possible to break through thanks to trends, collaborations and good timing. Today the top is stable, the audience is fragmented and competition is many times higher.
There are more creators than ever. Estimates speak of roughly 1.5 million full-time content creators, and millions more produce content as a side activity. AI tools that dramatically lower the barrier to production are also entering the game. Without a clearly defined focus, being seen is now almost impossible. Successful creators therefore narrow their focus. It is not about “doing lifestyle” but about being an authority in a specific segment: for example, testing ultralight outdoor gear for alpine runners or caring for a specific dog breed.
Fewer followers, more business
A major shift is also taking place at the level of representation and investment. Talent agencies and funds no longer look only for high follower numbers. What interests them is the ability to build a business that runs independently.
The question is no longer “How many views do you have?” but “What product could come out of this?”
An influencer who has been creating content about cooking pasta for years is an ideal candidate for their own sauce brand or for a partnership with a specific manufacturer. A creator focused on a narrowly defined community has higher conversion potential than a generally known celebrity with a scattered audience.
Professionalising processes
As capital grows, so does professionalisation. Creators are building production teams, data analytics, legal structures and their own media houses. Content studios are emerging, along with investment funds focused purely on creator-led brands and specialised tools for monetisation.
Alternative platforms such as Substack or Discord strengthen the direct relationship with the community and make it possible to diversify income beyond algorithmic feeds. At the same time, the importance of offline events, workshops and community meetings is growing. In an age of digital saturation, physical experience is gaining greater value.
The end of the hobby era
This does not mean creativity is disappearing from the creator economy. It means the period when it was enough to “give it a try” and wait for a viral hit is coming to an end. Today entering the field is similar to starting a business, because you need a clear positioning, a product strategy, a long-term monetisation plan and the ability to work with a community as a key asset.
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