Students' sense of belonging has long been recognised as a key factor in student success, and higher education institutions continue to explore new ways to promote and support a sense of belonging amongst their students. This article presents working with Student Content Creators to produce video content as one way of promoting this sense of belonging and considers the relationship between belonging and the process of content creation. It focuses on the process of restructuring the Content Creators Scheme at the University of Sheffield to enable students to have more agency in creating video content, alongside identifying ways of working which facilitate a balance between being student-led and supporting wider institutional objectives, as a practical example. The findings from this restructuring process provide a point of reference for other universities looking to develop or establish similar schemes.