Multi-Platform Content Creation: The Configuration of Creator Ecology through Platform Prioritization, Content Synchronization, and Audience Management

Renkai Ma, Xinning Gui, Yubo Kou

Research output: Chapter in Book/Report/Conference proceedingConference contribution

1 Scopus citations


Online platforms like YouTube and Instagram have enabled the platformization and monetization of creative work, allowing content creators to derive revenue and thrive in a creator economy. While much work has been done to understand content creation on single platforms, the creative practice often involves content creators' agency and practice to interact with multiple platforms and make strategic decisions to optimize such interactions. In this paper, we use an interview study with 21 cross-platform creators to understand how they negotiate with platforms in their creative practices through the construction of creator ecology. We found that participants developed priorities among platforms based on varied criteria, paid attention to cross-platform content synchronization, and stressed managing and converting audiences across platforms to grow their fanbase. Our findings highlight the complex interplay between creator agency and labor, as well as yield implications for future design possibilities of creator empowerment and support.

Original languageEnglish (US)
Title of host publicationCHI 2023 - Proceedings of the 2023 CHI Conference on Human Factors in Computing Systems
PublisherAssociation for Computing Machinery
ISBN (Electronic)9781450394215
StatePublished - Apr 19 2023
Event2023 CHI Conference on Human Factors in Computing Systems, CHI 2023 - Hamburg, Germany
Duration: Apr 23 2023Apr 28 2023

Publication series

NameConference on Human Factors in Computing Systems - Proceedings


Conference2023 CHI Conference on Human Factors in Computing Systems, CHI 2023

All Science Journal Classification (ASJC) codes

  • Human-Computer Interaction
  • Computer Graphics and Computer-Aided Design
  • Software

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