content creators are new power

Love them or hate them, content creators play a crucial role in our social, cultural and political ecosystem.

Content creators are at the center of what Jeremy Heimans and Henry Timms call “New Power”—a shift from closed, top-down systems to open, participatory ones. Unlike traditional institutions that control information, content creators build trust by sharing power: breaking things down, inviting conversation, and showing up consistently. They’re not just posting—they’re shaping culture, building community, and moving people. That’s not a side effect of the internet. That’s infrastructure. And it’s already here. The right is already leveraging digital creators, and we need the structures in place to leverage, resource and collaborate with content creators.

Everyone Can Post. Not Everyone can move Culture.

A common misconception is assuming that just because anyone can post on social media, everyone has what it takes to be a content creator — and that’s simply not true.

Most institutions on the left act like posting online is the same as hanging a flyer on a bulletin board—post it and you're done. But content creation isn't distribution. It's community management, ongoing engagement, and narrative architecture. It requires more than 30 minutes between meetings to build trust and move people.

Those working against democracy, people, and planet treat content creation the way it should be treated to actually work in your favour. They understand that content creation is digital infrastructure in the information landscape, so they pay creators full-time salaries to show up daily, respond to comments, build parasocial loyalty, and shape culture in real time.

They're not simply posting—they're building community and explaining information in a way that resonates in an era of short attention spans and it’s time the rest of us adapt to meet this moment.

the role content creators play

  • Information Gateways

    Creators are how many people first hear about what’s happening.

    They surface issues, break down moments, and distribute what matters—faster, broader, and more accessibly than most institutions.

  • Narrative Architects

    They don’t just pass along stories—they shape how issues are framed, what language takes hold, and what narratives dominate.

    They influence how people understand what’s real, what’s right, and what’s worth caring about.

  • Community Stewards

    They build and maintain spaces of belonging, identity, and care.

    Their communities are more than followers—they’re people who come to them for connection, direction, and meaning.

  • Context Building Meaning-Makers

    When institutional news falls flat, creators step in to explain what it means—emotionally, socially, and politically.

    They help people process, understand, and relate to what’s happening in the world.

  • Action Catalysts

    They move people.

    To donate, disengage, show up, stay home, learn more, or shut down.

    Their influence shapes behavior in real time—and that makes them a live wire in any social, cultural, or political moment.