It's called influencer marketing. They are paid to be active on the platform and engage with their community and others already on here. It holds a much higher retention rate then that of traditional marketing of ads. Stick rate is far higher as well.

A UI update wont solve anything but it helps. Easy onboarding and ease of use is critical for a platforms growth and success along with other aspects and one of them is having content creators that engage and provide content others want to interact with.