Imagine a world where content creation isn't just about likes and views, but also about the well-being of the amazing creators behind the scenes! This study aims to explore how motivational determinants, through the lens of Self-Determination Theory, shape the perceived uniqueness of content creators and how balancing uniqueness and belongingness, as suggested by Optimal Distinctiveness Theory, enhances their overall well-being. Content creators often face pressure to choose between being unique or conforming to the majority. Given social media's significant market impact, existing research has delineated the processes through which content creators generate viewer joy, market value, and social impact through their content creation efforts. Nevertheless, little is known about what determines the happiness of those joy-making content creators. This study seeks to reveal the factors that can enhance the happiness of content creators in the competitive landscape of short-video platforms. Using Structural Equation Modeling (SEM) and PROCESS Macro Model 14, we analyzed empirical data from 325 TikTok and Instagram creators in Indonesia. Findings reveal that creators with higher autonomy tend to seek safer ground by lowering their perceived uniqueness, while those with a high perceived belongingness can enhance their well-being through their perceived uniqueness. Additionally, creators who feel competent and satisfy their relatedness needs are more likely to showcase uniqueness through their content creation. This perceived uniqueness ensures that they can stand out in the digital stage, which in turn leads to more greater well-being. By expressing their unique qualities and receiving positive feedback, these creators can achieve a higher sense of fulfillment and happiness.

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