The death of the follower and rise of true fans - Jack Conte

I watched Jack Conte’s SXSW keynote recently, and his message hit home for anyone sick of chasing vanity metrics and trying to please social media algorithms.

Jack’s core message - forget follower counts and the thrill of a viral post.

They don’t matter if they aren’t driving your business forward. It’s time to build around true fans - the people who actually care about what you do, show up, and support your work.

Here’s the problem he breaks down:

Algorithms are suffocating creativity

Remember when social media was simple? You’d share a post, and your followers - people who wanted to hear from you - would actually see it. Feels like a distant memory, right?

Then came the algorithms.

Platforms like Facebook and YouTube realised they could rake in more cash by deciding what people saw and when they saw it, based on what keeps users scrolling the longest.

Now, instead of reaching your audience directly, you’re up against a system that favours content designed to maximise engagement. Not what’s most valuable or meaningful to your audience - just what’ll keep people glued to their screens.

So, what gets rewarded? Not thoughtful, in-depth posts. Instead:

• Short, shallow content: Quick bites, trending topics, and surface-level fluff outperform anything deeper.

• Controversy and clickbait: Drama is algorithm gold. It gets clicks, comments, and shares - even if it’s not aligned with your message.

• Constant posting: The algorithm rewards frequency over value. You’re stuck churning out more content just to stay visible - even if it’s at the cost of your sanity.

Creating for algorithms is draining. You end up producing content to please a machine, not to serve your audience. What used to be a direct connection between you and your followers is now a competition to stay relevant in a system that’s rigged against you.

The death of the follower and rise of true fans

Jack calls this shift “the death of the follower.” Social platforms used to be built around a simple premise - if someone followed you, they’d see your posts. Now, that follow doesn’t mean much unless it’s blessed by the almighty algorithm.

It’s frustrating, but it’s why we’re seeing a move toward platforms that prioritise depth over reach. Think private communities like Discord or platforms like Kajabi and Gumroad, which allow creators to foster real connections with their audiences - without being at the mercy of engagement metrics.

But one of the simplest and most powerful ways to protect yourself from this algorithm chaos? Build your email list.

Email lists are your lifeline

Social platforms control what your followers see.

Your email list? You control that.

It’s your direct line to your audience - no algorithm interference. When you send an email, it lands in their inbox, not buried under some viral video or “recommended for you” post.

Every person on your list is someone who opted in because they genuinely want to hear from you.

That’s a connection that goes beyond a casual follow or a like on a post. It’s a permission-based relationship that platforms can’t touch.

Email lists are where you can deliver real value, share your message in your own way, and keep your community engaged. They’re also a crucial safety net when social platforms inevitably change the rules again. Think of it as building your own community on your own terms.

Invest in your true fans

So, what does this mean for you?

It means it’s time to stop creating content just to please algorithms.

Forget the pressure to post daily fluff that racks up empty views but doesn’t help you build a sustainable business. Instead, focus on your people - the ones who show up, engage, and truly care about your work.

• Talk to them directly. Create content that speaks to their problems, needs, and interests. Don’t worry if it doesn’t go viral - what matters is that it resonates with them.

• Offer value over frequency. The algorithm might reward daily posts, but your fans will reward quality. Focus on creating content that delivers value and is worth their time - even if that means posting less frequently.

• Build your email list. Use it to nurture real connections and provide deeper insights, stories, or offers that you can’t deliver on social media. It’s the best way to maintain control over your audience and build a community that’s not dependent on a platform’s ever-changing rules.

Stop letting algorithms dictate what you create and how you engage. The old days of direct reach to your audience might be over on platforms like Facebook and Instagram, but there’s a new opportunity emerging - one where you can build real connections with your true fans, on your own terms.

Focus on depth, not reach. Build a business that’s centred around the people who care - and let the algorithms do what they do best: mess with everyone else.

Remember, it’s not about how many people see your content - it’s about how many people value it.

And the best way to keep that value front and centre is to connect directly - through platforms you control, like your own email list.