I don't see how it's not journalism - unless you can give me a better definition of what journalism is.
I'm sure it's not journalism that you like very much, and it's certainly not likely to win any Pulitzers, but it's still journalism nevertheless.
I'm guessing you see "content creator" as a pejorative term but many of them are journalists too.
I see content creator as somebody who just spends their day regurgitating shit they have seen online into "stories" without actually investigating things. You see it all over social media when somebody posts a video of a dog jumping a fence or something. "Hi, It's X from Y Daily. We would love to use this video".
It's not even as if they bother gathering more information and facts to add to the stories either so yeah, they are just there to spin out as much content as possible.
I used to employ somebody from Indonesia to do exactly that years ago. They weren't a journalist either, it was affiliate marketing.
The worst one is the person at the CET who rings up their mate who is an estate agent (when you look into them, not a very good one either) and labels them an "industry expert" for their views on housing etc. Then you have the "I ordered a burger, this is what happened" type shite, the sort of thing you would do in Year 9 at school when you pretend to do a newspaper.