Yes, influencers typically create their own content for their social media or other online platforms. This could include photos, videos, blog posts, and other creative content that is relevant to their niche or audience. While some influencers may work with a team or collaborate with brands to create sponsored content, they generally have a level of creative control over the content they produce. Successful influencers often have a unique perspective or style that sets them apart from others, which is showcased in the content they create.