Raptive, an ad-management company, launched Raptive Community, an ad-supported platform designed to let creators build direct relationships with their audiences outside the social feed. The platform is free for creators and fans to join, and Raptive splits advertising revenue with creators 50/50, giving them an income stream that does not depend on brand deals or a paywall.

The company frames the launch as a response to eroding organic reach. Instagram’s organic reach across posts, carousels, and Reels fell 30% to 40% in 2025, according to Emplifi data cited by Raptive, a decline the company says is compounding as AI-generated content fills the feed.

“The next chapter of the Creator Economy is about turning attention into lasting audience relationships,” said Michael Sanchez, co-founder and CEO of Raptive, in a press release. “As AI makes the social feed noisier and reach less reliable, the strongest creator businesses give fans a reason to do more than scroll – to participate, connect, and come back.”

Raptive moderates the communities to keep them, in the company’s words, welcoming and safe. Early partners include People’s “Creator of the Year” Melani Sanders, founder of We Do Not Care Club; TikTok creator Lourd Asprec; baking creator Sally McKenney of “Sally’s Baking”; and YouTuber Andreas Eskander, spanning food, lifestyle, entertainment, sports and culture. Sanders said her community lets her audience go beyond “liking a post and keeping it moving” toward the kind of support that “We Do Not Care Club has always been about.”

More than 150 creator communities have joined since launch, including Skinnytaste and NFL Memes, according to the press release. The platform is available through the Apple App Store and Google Play Store.

Community is Raptive’s latest major platform move this year. In June, the company launched Raptive Intelligence, a unit that packages creator content and consumer behavior data into licensed infrastructure for brands, retailers and AI platforms, built around its June acquisition of the food-intelligence startup AlchemyAI and the appointment of AlchemyAI founder John Roa as chief AI officer. Where Intelligence turns Raptive’s existing content archive into a data product sold to third parties, Community moves in the opposite direction, giving creators a dedicated space to build direct relationships with their audiences.

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