I’m guessing it’s the new term for “influencer.” Don’t call us influencers, we’re creators!
I was watching a true-crime show where the victim was known for posting everything about her life on Facebook and Twitter. The show gave her the title “social media maven.”
No, it's not a new term.
I first heard it in the early 1990s. Viacom (CBS, MTV Networks, Paramount) chairman Sumner Redstone famously coined the phrase "Content is king."
By this he meant that it was the content creators (the producers of TV shows and films) rather than hardware manufacturers, exhibitors, retailers, or distributors who held the most power in Hollywood.
Theater owners, DVD manufacturers, cable franchise owners, they held some power. But consumers only really cared about what they wanted to see, not where or on what device they saw it. No one would buy a format, or go to a store or theater, or subscribe to a cable channel, that didn't show what they wanted.