Tech giants Facebook, Twitter, Google's YouTube, and Snap Inc are building tools and announcing dedicated funds to attract individual creators onto their platforms.

The pandemic played a major role in the shifting of the user attention towards individual creators. This also spawned several "creator-first" companies such as Substack and Patreon, which offered a variety of services helping creators build audiences and make money. As large tech firms lacked these services, these companies gained significant traction among creators and posed a serious threat for these tech majors.

Thus, to acquire and retain users, it became crucial for tech giants to bring creators on their respective platforms.