Scroll, Post, Reflect

In today's digital economy, content creators on TikTok and Instagram continuously navigate tensions between authenticity, commercial pressures, and ethical responsibility. While previous research has explored identity work and personal branding, less is known about which ethical decisions, personal values, and reflective actions shape the construction and performance of digital identities in these highly visible and commercialized spaces - and how they play out in practice. Therefore, this study investigates the research question: Which ethical decisions, values, and reflective actions play a role in the identity work and personal branding of creative content creators on TikTok and Instagram? And: how do these play out in their respective context? To answer this question, ten in-depth semi-structured interviews with diverse creative content creators were conducted. Using thematic analysis, this research uncovered how these creators navigate the ethical and strategic dimensions of their online presence, structured around six key themes. First, ethical dilemmas frequently arise when balancing authenticity with commercial interests, deciding whether to speak out on sensitive issues, and managing the tension between privacy and visibility. Second, personal values - particularly authenticity, integrity, and social responsibility - serve as key guiding principles in content choices and collaborations. Third, reflective actions such as peer feedback, archiving, and self-evaluation play an essential role in aligning online self-presentation with offline values. Additionally, platform logic and algorithmic pressures significantly influence creators' identity work, shaping what is considered visible, valuable, or appropriate. Audience expectations similarly impact ethical decision-making, functioning both as a source of pressure and as a driver for reflection. Ultimately, the construction of digital identity is a dynamic, ongoing negotiation between personal values, audience dynamics, and platform affordances. This study contributes to a deeper understanding of how content creators embed ethics and values into their digital identity work. It also highlights the need for further research into how these dynamics differ between creators with varying levels of visibility, and how long-term exposure to algorithmic pressures affects identity, well-being, and decision-making.