Creators aren’t the new influencers, they’re the new media companies

When most people hear the word “creator,” they think of someone promoting protein powder or the latest gadget. Tanya Cohen sees something very different.

Cohen is the co-CEO of Made By Us Studios, a company trying to bridge Hollywood and the creator economy. On this week’s Keep Going, she made a simple point that explains why so much of the media business is changing.

“Every creator can become an influencer, but not every influencer can become a creator.”

That distinction matters.

An influencer rents attention. A creator builds intellectual property. They create stories, characters, formats and communities that people return to again and again. Instead of simply recommending products, they’re building entertainment businesses.

Some of the largest creators now attract billions of views every month. Their audiences rival traditional television networks, but without the overhead or the geographic limits. As Cohen put it, many creators have become media companies with a person at the centre instead of a corporate logo.

That shift is changing advertising as well.

For decades, brands paid millions to interrupt audiences with commercials. Today, many would rather become part of the content itself. Instead of producing a traditional advertisement, they’re giving creators the freedom to build stories that naturally include a product. When it works, viewers don’t feel like they’re being sold to. They feel like they’re watching the content they already came for.

Trust is what makes that possible.

“Trust is the only asset a creator cannot afford to lose,” Cohen said.

Creators speak directly to their audiences every day. They know what resonates because they receive immediate feedback through comments, views and engagement. That relationship is difficult for traditional media companies to replicate.

For anyone hoping to become a creator, Cohen offered surprisingly practical advice.

Don’t worry about expensive cameras or production quality. Start with authenticity. Figure out what makes your voice different and show up consistently. Today’s audiences often prefer content that feels genuine over something that looks overly polished. With AI lowering production costs even further, the biggest advantage isn’t technology. It’s originality.

One prediction stood out.

Cohen believes we’re moving back toward a model where artists own more of their work, similar to the United Artists era of Hollywood. Instead of platforms controlling everything, creators will increasingly own their intellectual property while using digital platforms as distribution channels.

Whether that prediction comes true or not, it’s clear the lines between Hollywood, YouTube, television and social media are disappearing.

The next major entertainment company may not begin with a studio lot in Los Angeles.

It may begin with someone holding an iPhone in their bedroom.