What is creator?

A creator is a person who regularly makes and shares original content, such as videos, photos, posts or podcasts, for an online audience and often earns money from it.

Creators have become a big part of how people discover products and ideas online. Many viewers trust a creator's recommendation more than a brand's ad. For small businesses, working with creators can open doors to new audiences, and for individuals, being a creator can become a business in its own right.

Creators can be found on every major network, from TikTok and YouTube to Instagram, LinkedIn and Pinterest. Many networks offer special creator accounts with extra insights, monetization tools and ways to label brand partnerships. Creators may earn from ads, sponsorships, subscriptions, tips or selling their own products.

If you want to work with creators, look for people whose audience matches your customers and whose style fits your brand. Agree on expectations in writing. If you are a creator yourself, focus on a clear niche and post consistently.

Example

A home baker who shares weekly bread tutorials on YouTube becomes a creator with a loyal audience and later sells her own recipe ebook.