The One Platform Every Creator Needs in 2025
I don’t know if you’ve noticed, but the way the attention economy works on social media in 2025 is completely flipping the script from even a year ago.
Back in 2024, it felt like everything revolved around going viral.
Sensationalised, flashy content ruled the game—especially in the first half of the year.
And yeah, it worked. A lot of creators blew up and built big audiences off the back of it.
But fast forward to now, and some of those same creators are stuck.
They’re still churning out the same shallow, viral-chasing content, hoping for lightning to strike twice.
Spoiler alert: it’s not working.
And it’s not going to work moving forward.
The attention economy is shifting.
It’s not about high-volume, viral content anymore. It’s about depth.
2025 is going to reward the creators who focus on trust and long-term value—the ones who actually connect with their audience on a deeper level. The viral trend-chasers? They’re getting left behind.
Here’s the thing about viral, surface-level content: it might drive up your followers (and, sure, your ego). But it creates an audience that doesn’t actually care about you.
You end up with a huge follower count and an engagement rate that makes you cringe every time you check your analytics.
Here’s the truth: it’s better to have 100 ultra-loyal followers who genuinely care about you than 100,000 who couldn’t give a shit.
The moment you let go of vanity metrics is the moment you free yourself as a creator.
So, how do you build that depth with your audience?
Instagram only gives you 90 seconds max on a reel. That’s barely enough time to scratch the surface of any topic, let alone provide real, actionable value.
What you need is a long-form platform—somewhere to drive your Instagram followers that allows you to go deeper, build trust, and establish authority.
This is where you cultivate those 100 ultra-loyal followers.
There are a few options, but let me make this simple: you need a newsletter.
If I could go back and change one thing about building my personal brand, it would be starting my newsletter sooner.
The first reason? You own it.
No algorithm can screw you over. No platform can take it away. That audience is yours forever.
Think about TikTok right now. Creators with millions of followers are staring down the possibility of a ban in the US. If that happens, they’ll lose everything unless they’ve guided their audience somewhere else.
A newsletter fixes that.
The second reason? Depth.
A newsletter lets you connect on a level no social media post ever could. It’s your chance to provide serious value, tell your story, and create a relationship with your audience that lasts.
And here’s the best part: you don’t need to be wildly successful or have a massive audience to start.
So many people hold back because they think, “Who am I to write a newsletter?” or “What do I have to offer?”
Trust me—you have more value to share than you realise.
There’s always someone searching for answers you already have.
If your newsletter helps just one person solve a problem or gain clarity, that’s a huge win.
In fact, starting before you’ve “made it” is the best move you can make.
Building with your audience creates a foundation of trust and loyalty that no amount of followers can buy.
So, if you’re wondering what needle-moving action you can take this week, here it is:
Create an account with an email provider (I love ConvertKit, but Mailchimp or Klaviyo work too).
Start promoting your newsletter through posts, captions, and stories.
Write the first email. Share what you know, what you’ve learned, and how you can help your audience.
In six months, you’ll look back and wish you’d started sooner.
I hope this one was valuable.
Talk to you next week,
Toby
