I don't think YouTubers generally do refer to themselves as content creators, as opposed to Creators (a term promoted by YouTube but embraced by the community).
At least it's less cringeworthy than "influencer".
I would differenciate between the two. A content creator makes first and foremost content and advertises second to fund that endevour. While influencers have often no clear line or almost exclusively make ads.
Imho: Influencer are cringeworthy, they deserve the title.