Is social media becoming harder for small creators, or are user habits changing?

I’ve been thinking about this lately.

It kind of feels like smaller accounts just don’t get discovered the way they used to, even when the content is actually good.

At the same time, it seems like how people use social media has changed too. More recommendations, less exploring, and honestly shorter attention spans.

Do you think growth is getting harder because of the algorithms, more competition, changes in user behavior, or is it just all of it combined?

Comments

Anujbajaaj•about 1 month ago•2

Honestly, it's all of it combined, but I'd put user behavior higher on the list than most people do.

The algorithm thing gets blamed for everything, and yes, reach has shrunk. But the bigger shift is that people have stopped going looking. Five years ago someone would actually browse hashtags or scroll through "following" to find new accounts. Now they open Instagram or TikTok and just let it feed them. Discovery happens to the user, not by them. That fundamentally changes what works.

Which means the algorithm isn't really the enemy, it's just the gatekeeper to passive viewers who were never going to seek you out anyway. The accounts growing right now are the ones that get watched through to the end, saved, shared. Not just liked. The platforms optimise for those signals because that's what keeps people in the app.

The competition piece is real too. The barrier to posting went from "have a camera" to "have a phone and 10 minutes." So yes, there are way more creators fighting for the same eyeballs than there were in 2018.

That said, I don't think small creators are doomed. What has worked recently is being genuinely specific. Not "fitness creator" but "fitness for people who hate the gym and have 20 minutes." The niche stuff finds its audience because the algorithm actually rewards it. A video that 3,000 people watch to the end will get pushed harder than one that 20,000 people scroll past.

The painful truth is that the era of just posting good content and growing organically is probably over on most platforms. You need good content AND a reason for strangers to stop scrolling. Those are two different skills.

TetoEnjoyer500•about 1 month ago•1

It is harder, but entirely because of the algo imo.

I dont think user habits have changed for EXISTING (ie used social media for more than a few years). Many ppl i know are complaining at how shit their algos are because they cant even see the ppl they follow and get pushed controversial slop they don't want.

User habits for NEW users are being shaped by the algo into a discovery/like-first habit (they probably wont even know what following an account does soon)

Honestly not sure what the play is for new accounts, aside from aggressive networking and followbacks from mutuals.

Soumyar-Tripathy•about 1 month ago•1

[ Removed by Reddit ]

AppropriateBar7173•about 1 month ago•1

Yeah, it’s definitely getting harder. Most platforms are built around disposable posts, so small businesses end up chasing algorithms instead of building something lasting. Even consistent effort feels like starting over every time you publish.

We’ve been working on a different approach: structured, contextual catalogs where content compounds over time, one‑click auto‑publishing across social, and insights baked in. It’s not about removing all the noise or ads (we’ll have ads too(in future), but balanced so they don’t overwhelm the content), it’s about giving small businesses a presence that feels intentional instead of random.

Successful-Moose7244•about 1 month ago•1

It depends on the content niche one is working on

Impossible_Deer8869•about 1 month ago•1

You're not a creator. You're just a narcissist.

toolnexa•about 1 month ago•OP•1

I kind of wonder if it’s more about how people browse content now than just algorithms.

ConstantineApps•about 1 month ago•1

Can you share some examples of content that you thought was good but just didn't get traction?

Aridn•about 1 month ago•1

I’ve had a few conversations with people who are mostly over social media. Every time you scroll it’s just advertisements. I think a lot of people are burning out.

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