Let's be honest here: vast majority of "talented and original creators" on social media are the ones seeking out, sharing, and geeking about "success scripts". And, of course, social media isn't unique here. This is a story as old as time: any activity that has a competitive element to it gets dominated by those "playing to win". It's true in every aspect of life. I feel the only way to avoid it is to suppress the entire competitive angle - which means removing the rewards altogether, or making them purely random, as any correlation between activity and reward will attract people willing to game the activity.