Social media has undergone a fundamental shift. What was once a space defined by who you followed is now driven by what you care about. Algorithmic discovery feeds like TikTok’s For You Page, Instagram’s Explore tab and YouTube’s recommendations have become the new front door to content consumption. And audiences are walking right through.

As early as 2022, social platforms were citing a clear behavioral shift, and that trend has only accelerated. According to Pew Research, only 33% of TikTok users say they use the platform to follow specific creators, with the majority turning to it for discovery. YouTube Shorts, now generating 200 billion daily views globally, attributes most of that engagement to algorithmic recommendations and creators rather than subscriptions. Deloitte also reports that Gen Z and Millennials are more likely to engage with trending or personalized content than with posts from people they follow, indicating a fundamental change in how audiences navigate and connect with social content.

Rather than scrolling through updates from people they already know, users are increasingly spending time in feeds curated by their interests. They’re discovering creators through themes such as skincare routines, sustainability tips and small business stories, instead of  just through follower connections. And with this shift, one thing has become clear: influence no longer lives in the follower count. It lives in the relevance and resonance of a message. A 2024 study by GWI found that 47% of Gen Z respondents said they interact with content even if they don’t love it, just to shape what they’ll be shown in the future.

Today’s users aren’t just scrolling, they’re curating. A growing social media trend reveals that people have become hyper-aware of how algorithmic feeds shape their digital experience. Comments like “I built my algorithm brick-by-brick” or “just commenting for the algo” signal a shift: content discovery is no longer passive. It’s intentional. As niche posts go viral and unexpected topics trend, it’s clear that users now understand and strategically influence the invisible mechanics behind their feeds.

For creators, this means the bar has been raised. To break through in these algorithmic environments, content must be authentic, engaging and aligned with what people genuinely care about. It’s not about being broadly popular. It’s about being contextually meaningful. That’s where real influence is built.

The algorithm isn’t random—and your influencer strategy shouldn’t be either

For brands, this changes everything. Tapping into these highly engaged, topic-led communities requires rethinking how influencer partnerships are built. Instead of prioritizing vanity metrics, leading brands are aligning with creators whose content naturally shows up in the moments that matter for their customer. When they are actively exploring, considering or connecting with a topic they have a genuine interest in.

“For creators, authenticity is their brand. For companies, it’s the key to connection. The most successful collaborations happen when these two needs align, when a creator’s genuine voice meets a product they truly believe in. That’s where the magic is. It’s not about the transaction; it’s about building a relationship on a foundation of mutual respect and shared excitement.” – Ben Newell, VP Product, Sprout Social Influencer Marketing

At Sprout Social, we’ve reimagined our Influencer Marketing platform to meet this shift head-on. Our new AI-powered capabilities are built to help brands scale smarter:

  • Topic-led Discovery helps you search for creators based on what they talk about, not just their follower count, aligning your brand with the conversations that matter most to your audience.
  • Topics They Talk About gives you a clear view into the themes that define each creator’s content, so you can make more informed, authentic connections.
  • Brand Fit Score delivers a fast, quantitative way to understand how well a creator aligns with your brand’s identity and values, so you can prioritize partnerships with purpose.
  • Brand Safety Reports give you a clear, always-on, comprehensive view of potential risks across a creator’s content, helping you protect your brand’s reputation and make confident, informed partnership decisions.
  • Creator Lists let you organize and segment influencers, complete with customizable views that surface key details like engagement rates and other performance metrics, estimated fees, as well as flags for brand safety.
  • Creator Suggestions help you scale campaigns faster with brand-aligned creators that best match your search criteria at your fingertips.

In today’s discovery-first world, influence is earned through trust, not reach.

By prioritizing relevance, authenticity and connection, brands and creators can meet audiences where they are, driving an impact that lasts.

“I love using the new AI search tool to find creators with affinity in the “plant-based health enthusiasts” audience to announce a new dairy-free product offering. It would have taken endless hours manually watching content to get the insights Sprout Social provides in a matter of seconds.”  – Kara Koenig, PR Account Director, BarkleyOKRP

With Sprout Social Influencer Marketing, topic-led discovery isn’t just a tactic. It’s the new foundation for strategic, scalable campaigns. As social media users increasingly engage with themes and topics over individual creators, aligning your brand with the right conversations is no longer optional. It’s essential. Our AI-powered tools are purpose-built for this shift, helping you move beyond surface-level signals to find the right influencers who naturally show up where your audience is already paying attention.

From intelligent search and brand fit scoring to customizable creator lists and always-on safety insights, Sprout gives you everything you need to build meaningful partnerships at scale. Because when your influencer strategy mirrors how people actually discover and connect with content, you’re not just meeting the moment–you’re setting the pace.

Sprout Social Influencer Marketing is built for this new era. Let’s influence smarter.