Core fans > follower count. Here’s why that matters...
Another week, another report telling us what’s next for creators. But the State of Create 2025 report from Patreon actually delivers, with some insights that had us nodding along [and a few that made us raise an eyebrow].
Let’s break down the top takeaways:
⚡️ What creators prioritize today vs. five years ago
Gone are the days of chasing vanity metrics. Five years ago, creators ranked followers and engagement as their top priorities. Today? Quality of work takes the top spot, with building fan relationships right behind it. It’s not shocking that relationships matter with feeds filled with ads, sponsored content, and brain rot, but creators putting quality above everything else feels like a real shift. For brands, this is a perfect reminder that great work [and community!] always win in the long run.
📢 More platforms = more control?
The report suggests that platforms like Substack, Patreon, and Discord will eventually, and maybe sooner than we think, surpass those of more traditional social platforms. A bold take. Realistically, Instagram and TikTok aren’t going anywhere, but competition could at least force them to be better [a trend we’re already seeing with the massive Instagram updates recently 👀]. And anything that gives creators more ownership over their audience is a win, as 81% of creators are looking for a direct line of communication to their fans. ←Keep in mind, it’s Patreon making this prediction
🎟 Core fans > community
This report puts a name to what we’ve all seen happening: core fans are the real engine behind creator success.
86% are likely to join a private online community
80% are willing to pay a creator
87% interact with other fans, keeping the ecosystem alive even when the creator isn’t posting
Brands aren’t a big part of this conversation in the report, but they should be. Fans talking to each other is the kind of engagement brands dream of. If you’re building a brand community, core fans are who you want camping out in your comment sections and tagging their friends.
🎥Fans want long-form content—so why aren’t brands following the money?
Social platforms keep pushing short-form because it drives engagement, but creators aren’t seeing the same return. 52% say long-form provides more value, and 49% are more likely to pay for it [vs. 29% who’d be willing to pay for short-form].
Despite this, 78% of creators admit they’re creating for the algorithm, even if it means sacrificing the content that actually builds trust and deeper connections.
The shift toward direct-to-fan revenue is already happening. Subscriptions are up 67% in fire years as creators look for more stable income. But brands? They’re still not convinced. Many hesitate to invest behind the paywall due to limited backend access, but that’s where a creator’s most engaged audience lives.
Will brands keep chasing visibility, or start investing where real fan loyalty [and spending power] exist?
So, what’s next?
The biggest takeaway from State of Create 2025 isn’t just that creators and the economy are evolving, it’s that fans are evolving too. They’re more invested, more willing to pay, and more likely to engage with each other. The creators who adapt will win and in a lot of cases, are already winning. The brands who pay attention will, too.
read the State of Create here