DEATH OF THE CREATOR

Summary from the TLDR Marketing newsletter

Social media has moved from follower-based networks to algorithm-driven “recommendation media”, and is now entering a third phase powered by gen AI. In this new stage, platforms will create personalized content on demand, reducing their reliance on human creators. While people will still make things, incentives will shift toward unique, human-only experiences like live events and communities. Platforms may reward creators for feeding models rather than reaching audiences.