Let's take a step back. In 2006, the world witnessed one of the first viral social media videos, "Dance Evolution," on YouTube, and the internet has never been the same. Since then, society has been transformed by the mass adoption of media platforms like Twitter, TikTok, and Instagram. The digital creators, the artists, musicians, gamers and influencers who have become celebrities in their own right, are power users who have collectively enabled social media to succeed.