Creators produce original content, often leveraging social media to build communities and drive engagement. They are distinct from influencers, who focus more on cultivating a personal brand. Creators may build long-term intellectual property (IP) and repeatable formats, and often operate independently, handling talent, production, marketing, and distribution. Examples include MrBeast (YouTube), Rhett & Link (Good Mythical Morning), and Dylan LeMay (TikTok).