the corporations or algorithms are not really under democratic control

That is true. Social media is democratic only to a point. If it were truly representative of the general public, it might be an improvement (or less sensational, at least).

Re: small creators. There are many creators who seem small - like Joe Rogan - but actually operate on a scale that places intense pressures on them. People tend to give more trust to 'influencers' than they should because they seem relatable.