New Delhi, April 4 -- Over the last couple of weeks, a seemingly comforting narrative has taken over the creator economy discourse: your follower count doesn't matter anymore. The algorithm has democratised reach and a good piece of content can come from anywhere and go places.

It's largely true, but unfortunately, it also tells us where we are in the creator economy's evolution-more crowded, more competitive, more monetised than ever-and how that dictates who chooses to amplify whom, an essential ingredient for growth, if not the most critical.

Content creator Raunak Ramteke from Nagpur confirms a particular behaviour within creator circles: "Big creators are often more comfortable reposting smaller creators because it feels safer from...