Polished and perfect are out, and candid and messy are in. At least that’s what it appears consumers on social media are drawn to when connecting with creators in 2025.

Some influencers are pivoting away from meticulously curated profile pages, which peaked in the mid-2010s on Instagram. With TikTok ‘s rise, spontaneous, quick-edited videos are proving more popular — not just because they stand out as islands of genuine humanity in a sea of glossy luxury and AI slop, but also because they align better with platforms’ current algorithms.

Polished and perfect are out, and candid and messy are in. At least that’s what it appears consumers on social media are drawn to when connecting with creators in 2025.

Some influencers are pivoting away from meticulously curated profile pages, whi

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