Creators on User-Generated Content (UGC) platforms are critical in ensuring the long-term vitality of the platforms. While intrinsic and extrinsic factors have been widely used to motivate UGC contributions, little is known about how these factors lead to a change in creators’ strategies. Drawing on the Self-Determination Theory (SDT) and the process model of power and status production, this study examines how user engagement and exposure influence creators’ strategic shift between specialization and diversification. Using a unique panel dataset collected from a short video platform, we will apply regression-based analyses and difference-in-difference techniques to test the hypotheses. By exploring the antecedents of creators’ strategies, this study can offer recommendations for UGC platforms’ design and management.