What’s actually working on social media in 2026 - Episode 87
The creator economy is shifting fast—and not always quietly.
In this episode we’re talking about what it actually means to build a sustainable creative business in 2026: one that can withstand AI, algorithm changes, and the constant pressure to go viral.
From community-building to platform strategy, this episode is less about chasing trends and more about building something that lasts.
Create and consume:
What Austen’s creating this week: shared my first Sunday reset YouTube video of the year!
What Austen’s consuming this week: Started watching Mad Men for the first time ever, about 7 episodes in
In this episode:
AI-proofing your business
Information is officially a commodity. With AI tools like ChatGPT and Gemini, people can get instant, hyper-personalized answers to almost anything—and that reality isn’t going away.
But that doesn’t mean creators are obsolete.
Instead of using AI to replace your content, the real opportunity is using it to enhance your workflow—freeing up time and energy so you can focus on what AI can’t replicate: lived experience, nuance, and perspective.
This is where long-form content and deep conversations matter more than ever.
People don’t just want tips—they want context, storytelling, and insight shaped by real life.
Podcasting’s recognition at the Golden Globes this year (with Amy Poehler’s podcast winning over long-established shows) is proof that these deeper formats are finally getting their due.
Platforms are more uncertain than ever
If there’s one constant in the creator economy, it’s instability—especially when it comes to platforms.
With ongoing changes to TikTok’s future in the U.S. and the possibility of algorithm shifts under new deals, creators can’t afford to rely on a single app.
The recommendation here is simple but strategic:
Have at least one long-form, searchable platform (YouTube, a blog, a podcast) for retention
Pair it with one short-form platform for top-of-funnel discovery
This is also the perfect time to revisit your blog, newsletter, or podcast strategy and ask: What am I building that I actually own? Social platforms are tools—not foundations.
Moving from I-centric to you-centric content
Early on, it’s tempting to make everything about you—your wins, your routines, your thoughts. But sustainable growth requires a shift from I-centric to you-centric content.
You can still be the storyteller.
Your voice, personality, and experiences matter.
But the question should always be: How does this serve my audience?
Community over everything
Community is one of the most undervalued—and most valuable—assets a creator can have.
This year, my focus is on strengthening that connection through:
Hosting an in-person event
Asking more questions on Instagram stories and TikTok
Actively involving my audience in the journey, not just the outcome
This isn’t just good for engagement—it’s something brands genuinely care about.
A connected, invested audience will always outperform passive reach.
Consistency matters more than virality
This might be the most obvious advice in the world—but it’s still the most ignored.
Consistency beats virality every time.
Some creators disappear for months and only resurface when there’s a brand deal, and honestly?
It’s obvious. Audiences can feel when someone is only showing up for a paycheck.
The real work happens when you keep posting through “the dip”—when views are low, momentum feels slow, and quitting would be easier.
Showing up anyway is often the difference between creators who last and creators who fade out.
Creator education is happening in real time
The way creators learn and monetize is changing too.
We’re seeing:
A shift away from large, static digital courses (with notable closures like Amy Porterfield and Sunny Lenarduzzi)
A rise in memberships and ongoing communities, like those run by Tess, Kristen, and Julia
Steven Bartlett has talked about the importance of constant experimentation—learning publicly, adapting quickly, and letting your audience grow with you.
That philosophy heavily informs my current approach to courses and workshops: smaller, more flexible, and rooted in real-time needs.
Understanding your skillset beyond content creation
Content may evolve, but skills last.
In a rapidly changing landscape, it’s important to understand how your abilities translate beyond social media. Skills like:
Photography and videography
Email organization and backend systems
Project management
Community management
On-camera hosting and communication
These aren’t “just creator skills”—they’re valuable across industries.
Knowing this gives you options, whether you want to pivot, expand, or simply feel more secure in your career.
A look back: 2015 vs. 2025
To close out the episode, I encourage you to listen to the 2015 vs. 2025 episode—a reflection on how content creation, platforms, and creative careers have evolved over the past decade, and what that shift tells us about where we’re headed next.
Summary:
This episode of Create & Consume explores how creators can future-proof their businesses by focusing on community, consistency, and human-centered content—while adapting to AI, platform instability, and real-time creator education. The takeaway is clear: build for longevity, not just visibility.
Listen on Apple
Listen on Spotify