Follower Count Is Dying and Superfans Are the Future | Lia Haberman

Lia Haberman, writer of the ICYMI newsletter and one of the most trusted voices tracking the creator economy, joins The Upload to unpack where things are actually heading. We get into why follower count matters less than everyone thinks, the rise of superfans and smaller, more loyal communities, and why audiences are craving offline experiences (and how creators and brands can meet them there). Lia explains the shift from making videos to making shows, the micro-drama boom, and why brands like Crocs are building their own series instead of just running ads. She also shares a reality check on Instagram's "everything app" ambitions, why YouTube is becoming the new TV, and where creators should actually invest their time. Plus, practical advice on owning your audience, starting a newsletter that people open (hint: keep it short), and the one mindset shift every creator needs: stop taking platform changes personally and start looking at the whole ecosystem.If you're a creator or marketer trying to build something that lasts, this one's packed.Lia's links:LinkedIn: https://www.linkedin.com/in/liahabermanNewsletter: https://liahaberman.substack.comInstagram: https://www.instagram.com/liahaberman👉 Subscribe to The Upload Newsletter: https://contentcreator.live/links Thank you to our partners:Ecamm: ⁠⁠http://ecamm.balasabas.live⁠Opus Clip: ⁠https://www.opus.pro/?via=rob⁠Streamyard: ⁠https://streamyard.com/?fpr=golive⁠Uscreen: ⁠https://www.uscreen.tv⁠Connect with Rob:LinkedIn: ⁠https://www.linkedin.com/in/robbalasabas⁠Instagram: ⁠https://www.instagram.com/rob.balasabas⁠Business + Partnership Inquiries: ⁠[email protected]