It makes more sense to target the "downloaders"/consumers of information/content, and bring them to the content creators.
They (downloaders) are more important to the success of a social media platform, so, yes, they should be where the members of the community who want to drive success here aim most of their resources.
That said, a fairer reward system for content creators than currently exists would almost certainly have a massive positive effect, too. And the fairest reward system that I can conceptualize is one that pays out to the content creators 1 to 1 to the collective amount of time that the content consumers spend consuming their content.
Attention is the most valuable currency within the human species, but that isn't currently reflected in the voting rules, neither here (on Hive), nor on any other social media platform (that I'm aware of). I do believe that YouTube includes "average viewing time" in their algorithm for recommended feeds, which indirectly rewards attracting a lot of collective time spent consuming one's content (more people being directed to the content that will likely lead to more ad views, subscriptions and future viewers), but I'm convinced that directly rewarding time spent is a more accurate and objective measure of how valuable one's content is (perceived to be by the collective).