Are you a content creator constantly feeling like you’re battling the algorithm? What if the secret to breaking through isn’t fighting it, but flowing with it? That’s the core message from Tubi’s VP of Creator Partnerships, Kudzi Chikumbu, who recently shared some game-changing advice for creators looking to scale their success.
Embrace Flexibility, Ditch the Blame Game
Speaking at the AFROTECH™ Conference 2025, Chikumbu suggested a fundamental shift in perspective: creators need to stop blaming the algorithm and start embracing flexibility. He likened creator platforms to businesses that creators are aiming to grow, emphasizing the need to adapt content based on what audiences and platforms are signaling.
“People need to stop blaming the algorithm and start being more flexible,” Chikumbu stated. He pointed out that trends, like the current push towards long-form content, aren’t arbitrary. They reflect what audiences, particularly Gen Z and millennials, are actively engaging with.
The Power of Long-Form Content
Chikumbu highlighted Tubi’s success with long-form content, which has resonated deeply with younger demographics. He addressed the common creator frustration: ‘Why can’t I just post my pictures anymore? Why do I need to push for content, long-form content?’ His answer is simple: because that’s what people are watching and enjoying.
The key, he explained at the “Blavity Creators Summit in Partnership with Dream Con,” is to stop wishing for the past and instead analyze what the platform is communicating. This involves paying attention to new features and evolving content strategies accordingly. For creators, this means leaning into long-form storytelling and syndication strategies.
Aligning with Platform Signals
“A big part of our audience is Gen Z, and they love creator-led content next to Hollywood content,” Chikumbu noted. This presents a massive opportunity for creators. By evolving their approach to include robust long-form and premium storytelling strategies, creators can move from fighting the algorithm to working in harmony with it.
This proactive approach ensures creators are not just reacting to trends but are actively shaping their content to meet audience demand and platform preferences. It’s about being in flow, not in conflict.
Tubi’s Commitment to Creators
Tubi is actively investing in this creator-centric future. In June, the streaming service launched ‘Tubi for Creators,’ a program designed to bring talented creators into the Hollywood production ecosystem. This initiative aims to leverage the creativity of independent creators to produce content for Tubi’s massive user base, which exceeds 100 million active users.
What are your thoughts on adapting to platform changes? Do you find yourself fighting or flowing with the algorithm? Share your experiences and strategies in the comments below!