A group of Michigan content creators is working together to inform local communities and participate in civic life.
The Michigan Creator Collaborative (MCC) comprises creators with more than 16 million followers across platforms such as TikTok, Instagram, YouTube, and Substack.
The goal of the group is to fill the information gap left by decades of local media shrinking and shutting down.
As a result, more and more Americans rely on social media for their news, particularly younger generations who grew up in an era of diminished, traditional local news media.
“People are turning to creators not just for entertainment, but for connection, information, and understanding,” said Tega Orhorhoro, program director for the MCC. “The Michigan Creator Collaborative exists to bridge the gap between policy and people by creating content that is authentic, accessible, and rooted in real experiences.”
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Orhorhoro, who is also a creator, emphasized the importance of this approach, stating, “We want to build a creator-powered news media organization…because we see the gap that the majority of Americans get their news from the internet, and many from creators.”
The initiative focuses on storytelling about issues impacting Michigan communities, including healthcare, education, corporate accountability, economic justice, climate change, voting rights, reproductive freedom, and other significant state and national conversations.
Unlike traditional media campaigns, MCC prioritizes creator-led storytelling that meets audiences where they already are online. Through short-form videos, interviews, live discussions, community events, and collaborative campaigns, creators within the network aim to spark conversation, increase political awareness, and encourage civic engagement.
Orhorhoro said that the team at Progress Michigan, a progressive organization that created the MCC, conducts research on potential creators, including reviewing their digital history to ensure they have not previously spread misinformation and are aligned with Progress Michigan’s values.
In turn, the cohort’s creators gather every two weeks to share accurate information with partner groups such as the American Civil Liberties Union.
The MCC plans to host creator training sessions, networking events, public conversations, and collaborative digital campaigns throughout the year. As part of this initiative, creators will be encouraged to expand their reach across multiple digital platforms, ensuring that their content is accessible to a broad audience.
“This is about building community through storytelling,” Orhorhoro added. “When creators come together with shared purpose and reach, we have the ability to make information more accessible, encourage participation, and help people feel more connected to what’s happening both locally and nationally.”
