61% of marketers say community building is now their top goal for working with creators. But where, exactly, is that community being built? In this October 2026 Creator Economy Brief, Joseph Haecker explores the difference between activating creators for campaigns and building a community people actually want to participate in. He explains how brands can turn creators, customers, employees, partners, vendors, and experts into contributors—creating an owned-media participation loop where every story can introduce another network. Social media can amplify the community. But it doesn’t have to own it.